A compliance and marketing towards viability and sustainability of multipurpose cooperative models
List of Authors
  • Arnel P. Ringor , Imelda Angeles

Keyword
  • Cooperative, Compliance, Marketing, Viability, Sustainability

Abstract
  • The remarkable contribution of cooperatives to the economic efficiency and stability of countries worldwide has manifested comprehensive development. And multipurpose cooperatives are among the resilient type that is referred to herein (Quilloy et al., 2015). Such achievement is attributed to compliance as a concept and a tactic that is dependent on its implementation (Foorthuis & Bos, 2014). It enabled cooperatives as an economic force while maintaining their civic virtues, unleashing competitive advantage, and improved performance (Zamagni, 2012). Its inherent marketing mindset begins as a people-centered enterprise as described by the International Cooperative Alliance (ICA, Battaglia, et al. 2015; Benavides, Ehrenenhard, 2015). These performances were further sustained by the Cooperative Development Authority (CDA) by its award and recognition program in the Gawad Parangal instituted in 2011. With various economic environments even amidst pandemic, compliance and marketing management strategies are essential to the significant performances of cooperatives. CDA revealed that in 2016, the total operating cooperatives was 19,082, however, only 50% are reporting to CDA. In 2017, operating cooperatives surge to 6.37% and reduced the non-reporting to 51.44%. Operating cooperatives in 2019 increased to 4.33% including 6.25% of the newly registered cooperatives from 2016 onwards. None reporting cooperative increased to 7%. This study investigated the degree of compliance and marketing strategies of multipurpose cooperatives in the Large Millionaire and Billionaire categories. This descriptive-quantitative and qualitative research utilized frequency, percentage, weighted mean chi-square for the statistical treatment. Structured survey and interview results showed a categorical weighted mean of 4.96, an overall mean of 4.93 as to compliance with regulatory provisions. This underwrites the viability and sustainability of the cooperative enterprises' performance evidenced by being an awardee and their unprecedented networth for the past five years.

Reference
  • 1. Aghazadeh, H. (2015). Strategic Marketing Management: Achieving Superior Business Performance through

    2. Intelligent Marketing Strategy. Journal of Procedia - Social and Behavioral Sciences 207 (2015) 125 – 134. http://creativecommons.org/licenses/by-nc-nd/4.0/

    3. Ahmed, A.M., Ibrahim, S.B., Hasaballah, A. H. (2017). Market Sensing, Innovation Capability and Market Performance: The Moderating Role of Internal Information Dissemination, International Journal of Advanced and Applied Sciences, 4(8) 2017, Pages: 56-67 https://doi.org/10.21833/ijaas.2017.08.009

    4. Ardebili, A.A., Padaono, E., (2020). A Literature Review of the Concepts of Resilience and Sustainability in Group Decision Making, Department of Engineering and Architecture, University of Trieste, Via Alfonso 6/1, 34127 Trieste, Italy doi:10.3390/su12072602

    5. Battaglia, F., Farina, V., Fiordelisi, F., Ricci, O. (2010). The Efficiency of Cooperative Banks: The Impact of Environmental Economic Conditions. https://doi.org/10.1080/09603107. 2010.491442

    6. Benavides, A. F. C., V., Ehrenhard, M. (2015). A Systematic Literature Review of Cooperatives/ Nikos, University of Twente. programme.exordo.com/ica2016

    7. Ben-ner, A., V., Ellman, Matthew (2013). The Contributions of Behavioural Economics to Understanding and Advancing the Sustainability of Worker Cooperatives. https://www.researchgate.net/publication

    8. Bijman, J., Wijers, G. (2019). Exploring the Inclusiveness of Producer Cooperative. www.sciencedirect.com

    9. Blind, K.., Petersen, S. S., Riillo, C. A.F. (2016). The Impact of Standards and Regulation on Innovation in Uncertain Markets, https://dx.doi.org/10.1016/j.respol.2016.11.003

    10. Cazzuffi, C., Moradi, A. (2012). Membership Size and Cooperative Performance: Evidence from Ghanaian Cocoa Producers’ Societies, 1930-36, https://doi.org/10.1080/20780389.2012.682380

    11. Celis, C., Nelson J. (2018). Compliance Theory: a Case Study Approach in Understanding Organizational Commitment, DLSU Business and Economics Review (2018) 27 (2); 88-118

    12. Chagwiza, C., Muradian, R., Ruerd, R. (2016). Cooperative Membership and Dairy Performance among Smallholders in Ethiopia, https://doi.org/10.1016/j.foodpol.2016.01.008

    13. Chander, R., Chandel, K. (2010). Financial Viability of An Apex Cooperative Credit Institution, journals.sagepub.com/doi/abs/abs/10.1177/097324701000600206

    14. Chang, C., Lee, W., Thompkins, Y. (2019). Advertising in Asia: Theories and Implications for Practice, Journal of Advertising, 48:5, 417-436. https://doi.org/10.1080/00913367.2019.1675103

    15. Cherkasova, V., Kurlyanova, A. (2019). Does Corporate R&D Investment Support to Decrease of Default Probability of Asian Firms? https://doi.org/10.1016/j.bir.2019.07.009

    16. DeStefano, M. (2013). Creating a culture of compliance: Why departmentalization may not be the answer. Hastings Bus. LJ, 10, 71.

    17. Dos Santos, A., De Carvalho, A. D., Pizzinatto, Guiliani, A. C., Pacheco, A. (2019). Marketing Compound for Cooperatives- CMC: The 6Ps of Cooperativism, https://doi.org/10.15640/jmm.v7n1a2

    18. Eccles, I., Serafeim, G. (2014). The Impact of Corporate Sustainability and Organizational Process and Performance.U.S.A.Management Science 60, no. 11, http://pubsonline.informs.org/doi/abs/10.1287/mnsc.2014.1984

    19. Fazizadeh, A., Bagherzadeh, Fatemeh, Mohadi, P. (2011). How After-Sales Service Quality Dimensions Affect Customer Satisfaction, African Journal of Business Management, Vol. 5 (17), pp. 7658-7664, 04 September 2011, DOI: 10.5897/AJBM11.351

    20. Foorthuis, R., Bos, R. (2014). A Framework for Organizational Compliance Management Tactics, https://www.researchgate.net DOI: 10.1007/978-3-642-22056-2_28

    21. Forney, J., Haberli, I. (2017). Cooperative Values beyond Hybridity: The Case of Farmers’ Organization in the Swiss Dairy Sector, Volume 53, July 2017, Pages 236-246 https://doi.org/10.1016/j.jrurstud.2017.04.003

    22. Gupta, J. and Jain, S. (2012). A Study on Cooperative Banks in India with Special Reference to Lending Practices / International Journal of Scientific Research Publications / www.ijsrp.org

    23. Heimonen, J., Kohtamaki, M. (2018). Measuring New Product and Service Portfolio Advantage, https://doiCustoe.org/10.1007/s11365-018-0548-x

    24. Ibojo, B. O. (2015), Impact of Customer Satisfaction on Customer Retention: A Case Study of A Reputable Bank in Oyo, Oyo State, Nigeria, International Journal of Managerial Studies and Research (IJMSR), Vol. 3, Issue 2, February 2015, pp 42-53, ISSN 2349-0330. www.arcjournals.org.

    25. Khadka, K., Maharjan, S. (2017). Customer Satisfaction and Customer Loyalty, https://core.ac.uk/download

    26. King, N. A. S. (2013). The Influence Of Marketing On Profitability Of An Organization, Vol.2, No. 8, August (2013), www.indianresearchjournals.com

    27. Kirova, V. (2017). Exploring the Role of Strategic Marketing Department, Vol.11 November 2017, www. researchgate.net

    28. Kotler, P., Keller, D. L. (2012). Marketing Management 14th Edition Pearson Education Limited, ISBN 978-981-0696-73-3 pp. 55-73

    29. Lakew T. B., Gebru, M. A. (2014). A Study on Financial Performance of Multi-Purpose Cooperative Unions of Tigrai Region, Ethiopia / www.ea-journals.org

    30. Lee, J., Kozlenkova, I., Palmitier, R. (2015). Structural Marketing: Using Organizational Structure to Achieve Marketing Objectives. , Journal of the Academy of Marketing Science 43 (1): 73-99 DOI 10.1007/s11747-014-0402-9. https://www.researchgate.net/publication/271973196

    31. Loera, M. C. R. (2014). The Formulation of the Strategy in the Cooperative, doi.10.2478/joim-2014-0025

    32. Lyus, D., Rogers B., Simms C. (2011). The Role of Sales and Marketing Integration in Improving Strategic Responsiveness to Market Change, www.palgrave-journals.com/dbm/

    33. Majee, W., Hoyt, A. (2011). Cooperative and Community Development: A Perspective on the Use of Cooperatives in Development, https://doi.org/10.1080/10705422.2011.550260

    34. Masuku, T.A.; M.B. Masuku (2016). Performance of Multi-Purpose Cooperative in the Shiselweni Region of Swaziland, DOI: 10.18488/journal.70/2016.3.4/70.4.58.71

    35. Michie, J., Labao, L. (2012). Ownership, Control and Economic Outcomes, Cambridge Journal of Regions, Economy and Society 2012, 5, 307–324 doi:10.1093/cjres/rss01

    36. Mdulid, F. A. (2015). Institutional Viability of the Cooperative in Northern Samar and the Variates Affecting It, International Journal Of Scientific & Technology Research Volume 4, Issue 09, September 2015 ISSN 2277-8616

    37. Nogueira, M. A. F. Vilpoux, O. F., Binotto, E. (2018). Are Cooperatives More Productive Than Investor-Owned Firms (IOF)?, Volume 89, Issue 2 June 2018 Pages 377-414 https://doi.org/10.1111/apce.12201

    38. Petrini, M., Pozzebon, M. (2010). Integrating Sustainability into Business Practices: Learning from Brazilian Firms, by http://www.anpad.org.br/ bar 2010

    39. Puusa, A., Hokkila, K., Varis, A. (2016). Individuality vs. Communality- A New Dual Role of Cooperatives? http://dx.doi.org/10.1016/j.jcom2016.02.002

    40. Quilloy, K. P. & Pabuayon (forthcoming)., 2015). Performance of the Sorosoro Ibaba Development and Subasta Integrated Farmers Multi-Purpose Cooperative, Phils. / Institute of Cooperatives and Bio-Enterprise, U.P 2015, https://www.icoped.com/ uploads/8/0/9/0/80907692/jemad_vol._1_

    41. Ruth, R., Netzer, T. (2016). Successful Cooperative Marketing: Leveraging a Powerful and Diverse Marketing Tool, 2016 Vol.16, No.4, https://dx.doi.org/ Westburn Publishers Ltd

    42. Sabur, V. F., Simatupang, T. M. (2015), Improvement of Customer Response Time Using Lean Office, International Journal Services and Operation Management, Vol.X,No.Y,xxxDOI:10.1504/IJSOM.2015.065972 https://www.researchgate.net/publication

    43. Sam, M. F. M., Hoshino, Y. (2013). Sales Growth, Profitability And Performance: Empirical Study Of Japanese ICT Industries With Three Asean Countries, Vol. 4, No 11, https://journal-archieves30.webs.com

    44. Senter, J. (2015). Self-Help by People: a Short History of Cooperatives in Britain with a Foray into the United States, https://www.resilience.org

    45. Shi, W. (2021). Analyzing Enterprise Asset Structure and Profitability using Cloud Computing and Strategic Management Accounting, https://doi.org/10.1371/journal. pone.0257826

    46. Shimp, T. A, Andrews, J. C. (2012). Advertising, Promotion, and other aspects of Integrated Marketing Communications Ninth Edition, Copyright 2012 Cengage Learning. www.cengage.com

    47. Vinkersa, C.H., Amelsvoortc, T.V., Bissond, J.I., Branchie, I., Cryanf, J.F., Domschkeg, K., Howesi, O.D., Manchiaj, M., Pintom, L., de Quervaino, D., Schmidt, M., Van Der Weeq, N.J.A. (2020). Stress Resilience During Corona Virus Pandemic, European Neuropsychopharmacology , 35,12-16, https://doi.org/10.1016/j.euroneuro.2020.05.003

    48. Wirtz, J., Tuzovic, S., Kuppelwieser, V., G. (2014). The Role of Marketing in Today’s Enterprises, Journal of Service Management, 10 June 2013, Vol. 25, No.2,171-194 DOI: https://dx.doi.org/10.1108/JOSM-01-2014-0037

    49. Zamagni, V. N. (2012). Interpreting the Roles and Economic Importance of Cooperative Enterprises in a Historical Perspective Vol.1, Issue 1 / Journal of Entrepreneurial and Organizational Diversity. DOI: 10.5947/jeod.2012.002