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Is market orientation enough? The view of an agricultural co-operative

This paper explores the nature and purpose of an agricultural co-operative, and proposes a model of market orientation that incorporates a broader focus on both customers and members, as is necessary for agricultural co-operatives. The co-operative structure originated to serve the needs of its members, however, current competitive environments dictate pursuing a market orientation. Pursuit of a customer orientation gives rise to complications, as the needs and objectives of the members may not always be congruent with the needs and objectives of the customer. It is necessary for an agricultural co-operative to recognise and balance the demands of both stakeholder groups. The measurement of a member orientation is considered, and a model proposed that incorporates both a customer orientation and a member orientation; a more balanced focus for an agricultural co-operative.