Theoretical and methodological bases of the cooperative marketing in agribusiness
Abstract
Purpose. The purpose of this study is to substantiate the importance of the all entrepreneurial activity forms in the agrarian sector of the economy existence, which is possible through the introduction of cooperative marketing as an effective factor in their development in the difficult conditions of our times.
Methodology / approach. In the course of this study general scientific and special methods were used, in particular abstract-logical (theoretical generalization) – for study and outline features of various organizational and legal forms of management in rural areas and also definition and concretization the essence of the concept of cooperative marketing in the agrarian business and the specifics of its use for various business entities formulating; statistical and economic – for the analysis of structural and dynamic changes and trends of agricultural servicing cooperatives activity in Ukraine; analysis and synthesis – to determine the dynamics of agricultural service cooperatives development; generalization – in substantiating the importance and perspective of cooperative marketing for agricultural commodity producers.
Results. The problems of entrepreneurial structures activity, non-equivalent conditions of their existence and distribution are revealed; the topicality of the cooperative marketing application in the agrarian sector is substantiated; its main types are determined and the perspectives are considered. Based on scientific research, thoughts and views of leading scholars, it has been discovered that there can be no objection to the existence of any entrepreneurial activity form, regardless of its size or volume of profit at present. At the same time, the formation of effective and competitive business structures is considered possible in the use of the benefits of agricultural service cooperatives, which, in addition to its classical understanding, involves the use of marketing components.
Originality / scientific novelty. The basis of the cooperative idea should be considered activity, which involves the creation of a complete cycle of interaction from the production of goods to the sale of its end-user, that means cooperative marketing. It is obvious, that its application as a fundamentally new concept will stimulate agrarian enterprises to unite efforts in order to carry out joint work in equal conditions while saving their independence. As a result, in prospect, each entrepreneurship form objectively will have the opportunity to realize its own economic potential in full measure.
Practical value / implications. Cooperative marketing is proposed as a perspective labor organization form in agriculture, which aims to overcome existing problems by obtaining the «scale effect» among commodity producers while maintaining their independence.
References
Список використаних джерел
Andersen M. А., Alston J. M., Pardey P. G., Smith A. A Century of U.S. Farm Productivity Growth: A Surge Then a Slowdown. American Journal of Agricultural Economics. 2018. Vol. 100. Is. 4. Pp. 1072–1090. https://doi.org/10.1093/ajae/aay023.
Bartolini F., Viaggi D. The common agricultural policy and the determinants of changes in EU farm size. Land Use Policy. 2013. Vol. 31. Pp. 126–135. https://doi.org/10.1016/j.landusepol.2011.10.007.
Bauner C., Lavoie N., Rojas C. Effects of technological progress on vertical product differentiation and welfare. European Review of Agricultural Economics. 2017. Vol. 44. Is. 1. Pp. 67–97. https://doi.org/10.1093/erae/jbw012.
Bergeron B. Essential of CRM: A Guide to Customer Relationship Management. NJ. John Wiley and Sons, Inc. 2002. 220 p.
Chambers R. G., Voica D. C. “Decoupled” Farm Program Payments are Really Decoupled: The Theory. American Journal of Agricultural Economics. 2017. Vol. 99. Is. 3. Pp. 773–782. https://doi.org/10.1093/ajae/aaw044.
Esposti R. The empirics of decoupling: Alternative estimation approaches of the farm-level production response. European Review of Agricultural Economics. 2017. Vol. 44. Is. 3. Pp. 499–537. https://doi.org/10.1093/erae/jbw021.
Grzelak A. The problem of complexity in economics on the example of the agricultural sector. Agricultural Economics. 2015. Vol. 61. Pp. 577–586. https://doi.org/10.17221/236/2014-AGRICECON.
Le M. C., Forslund A. How can we feed the world in 2050? A review of the responses from global scenario studies. European Review of Agricultural Economics. 2017. Vol. 44. Is. 4. Pp. 541–591. https://doi.org/10.1093/erae/jbx006.
Parvatiyar A., Sheth J. N. The Domein and Conceptual Foundations of Relationships Marketing. Handbook of Relationship Marketing. Chapter 1. 2000. Pp. 3–38. http://dx.doi.org/10.4135/9781452231310.n1.
Peppers D., Rogers M. The One to One Future: Building Relationships One Customer at a Time. New York: Currency Dubbleday, 1993. 429 p.
Wayland R. E., Cole P. M. Customer Connections. New Strategies for Growth. Boston. Harvard Business School Press, 1997. 267 p.
Андрійчук В. Г., Сас І. С. Методичні підходи до визначення меж землекористування в умовах загрози монополізації ринку оренди землі. Економіка АПК. 2017. № 8. С. 22–33.
Бондарчук В., Алколей Дж. Р., Молдован Л., Курдицький С. Кооперація як спосіб життя. URL: http://www.coop-union.org.ua/?p=442.
Данкевич Є., Данкевич В. Переваги і ризики над концентрації агропромислового виробництва та земельних ресурсів: економічний, екологічний та соціальний аспект. Agricultural and Resource Economics: International Scientific E-Journal. 2016. Vol. 2. No. 3. С. 60–74.
Зіновчук В. В. Чи очікувати Україні на кооперативний бум? Кооперативні читання: 2018 рік: матер. Всеукр. наук.-практ. конф. (м. Житомир, 1 червня 2018 р.). Житомир: ЖНАЕУ, 2018. С. 7–11.
Зінчук Т. О. Сучасна парадигма Спільної аграрної політики ЄС як протидія глобальним викликам та дезінтеграції. Економіка АПК. 2017. № 10. С. 78–85.
Корінець Р. Я, Малік Л. М. Інституціоналізація сімейних фермерських господарств у соціально-економічне середовище. Економіка АПК. 2018. № 4. С. 60–68.
Малік М. Й., Шпикуляк О. Г. Тенденції і перспективи розвитку особистих селянських господарств. Економіка АПК. 2018. № 1. С. 11–19.
Офіційний сайт Міністерства аграрної політики та продовольства України. URL: http://minagro.gov.ua.
Могильний О. М. Оцінювання відповідності земельних відносин рівню і характеру розвитку продуктивних сил. Економіка АПК. 2018. № 8. С. 5–16.
Пасхавер Б. Продовольче самозабезпечення населення України. Економіка АПК. 2018. № 1. С. 5–10.
Політика сільського розвитку на базі громад: наукова доповідь / за ред. О. М. Бородіної, І. В. Прокопи, О. Л. Попової; НАН України ДУ «Ін-т економіки та прогнозування НАН України». Київ, 2015. 70 с.
Саблук П. Аграрна економіка і політика в Україні: підсумки минулого та погляд у майбутнє: наук.-попул. нариси. у 3-х т. Т. 3. Формування наукової школи економістів-аграрників. Київ: Ін-т аграрної економіки, 2001. 486 с.
Скрипник А. В., Жемойда О. В., Андрющенко В. М. Аналіз структурних зрушень в аграрному бізнесі. Економіка АПК. 2016. № 10. С. 22–29.
Стратегія розвитку аграрного сектору економіки України на період до 2020 р. URL: www.minagro.gov.ua.
Ушкаренко Ю. В. Актуальні питання маркетингового забезпечення діяльності кооперативних підприємств. Науковий вісник Херсонського державного університету. Серія: Економічні науки. 2014. Вип. 5. Ч. 3. С. 83–86.
Черевко Г., Черевко І., Черевко Д. Функціонування малих підприємств в аграрному секторі економіки: українські реалії та досвід Японії. Вісник Львівського національного аграрного університету. Серія: Економіка АПК. 2015. № 22(1). С. 13–19.
References
Andersen, M. А., Alston, J. M., Pardey, P. G. and Smith, A. (2018), A Century of U.S. Farm Productivity Growth: A Surge Then a Slowdown. American Journal of Agricultural Economics, vol. 100, is. 4, pp. 1072–1090. https://doi.org/10.1093/ajae/aay023.
Bartolini, F. and Viaggi, D. (2013), The common agricultural policy and the determinants of changes in EU farm size. Land Use Policy, vol. 31, pp. 126–135. https://doi.org/10.1016/j.landusepol.2011.10.007.
Bauner, C., Lavoie, N. and Rojas, C. (2017), Effects of technological progress on vertical product differentiation and welfare. European Review of Agricultural Economics, vol. 44, is. 1, pp. 67–97. https://doi.org/10.1093/erae/jbw012.
Bergeron, B. (2002), Essential of CRM: A Guide to Customer Relationship Management. NJ. John Wiley and Sons, Inc. 220 p.
Chambers, R. G. and Voica, D. C. (2017), “Decoupled” Farm Program Payments are Really Decoupled: The Theory. American Journal of Agricultural Economics, vol. 99, is. 3, pp. 773–782. https://doi.org/10.1093/ajae/aaw044.
Esposti, R. (2017), The empirics of decoupling: Alternative estimation approaches of the farm-level production response. European Review of Agricultural Economics, vol. 44, is. 3, pp. 499–537. https://doi.org/10.1093/erae/jbw021.
Grzelak, A. (2015), The problem of complexity in economics on the example of the agricultural sector. Agricultural Economics, vol. 61, pp. 577–586. https://doi.org/10.17221/236/2014-AGRICECON.
Le, M. C. and Forslund, A. (2017), How can we feed the world in 2050? A review of the responses from global scenario studies. European Review of Agricultural Economics, vol. 44, is. 4, pp. 541–591. https://doi.org/10.1093/erae/jbx006.
Parvatiyar, A. and Sheth, J. N. (2000), The Domein and Conceptual Foundations of Relationships Marketing in Handbook of Relationship Marketing, chapter 1, pp. 3–38. http://dx.doi.org/10.4135/9781452231310.n1.
Peppers, D. and Rogers, M. (1993), The One to One Future: Building Relationships One Customer at a Time. Currency Dubbleday, New York, USA.
Wayland, R. E. and Cole, P. M. (1997), Customer Connections. New Strategies for Growth. Harvard Business School Press, Boston, USA.
Andriichuk, V. H. and Sas, I. S. (2017), Methodical approaches to the definition of land use limit in the face of the threat of monopolization of the land lease market. Ekonomika APK, № 8, рр. 22–33.
Bondarchuk, V., Alkolei, Dzh. R., Moldovan, L. and Kurdytskyi, S. (2011), Cooperation as a way of life, available at: http://www.coop-union.org.ua/?p=442.
Dankevych, Y. and Dankevych, V. (2016), Benefits and risks overconcentration agricultural production and land resources: economic, environmental and social aspect. Agricultural and Resource Economics: International Scientific E-Journal, vol. 2, no. 3, рр. 60–74, available at: www.are-journal.com.
Zinovchuk, V. V. (2018), Do expect in Ukraine cooperative boom? Kooperatyvni chytannia: 2018 rik [Cooperative readings: 2018], Vseukrainska naukovo-praktychna konferentsia [All-Ukrainian scientific-practical conference], Zhytomyr National Agroecological University, Zhytomyr, Ukraine, June 1, pp. 7–11.
Zinchuk, T. O. (2017), Contemporary paradigm the Common Agricultural Policy of the EU as counteracting global challenges and disintegration. Ekonomika APK, no. 8, pp. 22–33.
Korinets, R. Y. and Malik, L. M. (2018), Institutionalization of family farms in the socio-economic environment. Ekonomika APK, no. 4, pp. 60–68.
Malik, M. Y. and Schpukulyak, O. G. (2018), Trends and prospects of development personal peasant farms. Ekonomika APK, no. 1, pp. 11–19.
Official site of the Ministry of Agrarian Policy and Food of Ukraine, available at: http://minagro.gov.ua.
Mohylnyi, O. M. (2018), Conformity assessment of land relations the level and nature of the development of productive forces. Ekonomika APK, no. 8, pp. 5–16.
Pashaver, B. (2018), Food self-sufficiency the population of Ukraine. Ekonomika APK, no. 1, pp. 5–10.
Borodina, O. M., Prokopa, I. V. and Popova, O. L. eds. (2015), Polityka silskoho rozvytku na bazi hromad [Policy rural development on the basis of communities], National Academy of Sciences of Ukraine, Institute of Economics and Forecast of NAN of Ukraine, Kyiv, Ukraine.
Sabluk, P. (2001), Ahrarna ekonomika i polityka v Ukraini: pidsumky mynuloho ta pohliad u maibutnie [Аgrarian economics and politics in Ukraine: the results of the past and a look into the future], Institute of agrarian economics, Kyiv, Ukraine.
Skryupnyuk, A. V., Zhemoyda, O. V. and Andryuschenko, V. M. (2016), Analysis of structural changes in the agrarian business. Ekonomika APK, no. 10, pp. 22–29.
Strategy of development of agrarian sector of economy of Ukraine for the period till 2020, available at: www.minagro.gov.ua.
Ushkarenko, Yu. V. (2014), Actual issues of marketing support of cooperative enterprises. Naukovyi visnyk Khersonskoho derzhavnoho universytetu. Seriia: Ekonomichni nauky, vol. 5, part 3, pp. 83–86.
Cherevko, G. Cherevko, I. and Cherevko, D. (2015), Functioning of small enterprises in the agrarian sector of the economy: Ukrainian realities and experience of Japan. Visnyk Lvivskoho Natsionalnoho Ahrarnoho Universytetu. Seriia Ekonomika APK, no. 22(1), pp. 13–19.
