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Brand development marketing strategy for an organic dairy cooperative in France

  • In the quickly developing industry landscape of the organic food market, keeping pace with consumer demands and market growth can be a challenge. Organizations with long histories in the organic market, such as dairy supply cooperatives are facing difficulty to maintain their competitive advantage. These cooperative organizations are unique compared to traditional firms in their committed responsibility to multi-stakeholder value creation and protection as defining measures of successful operations. The paper investigates what factors and principles could be implemented by a cooperative to establish a consumer retail brand in the organic food market. It also examines the effects of this strategic marketing decision on the relationship between, and outcomes for, several of their stakeholder groups. To balance between narrowing the variables and context, while still providing relevant findings on a national scale, a French organic dairy coop serves as a qualitative case study. In addition, a pool of expert semi-structured interviews was conducted, obtaining real time information applicable to the current case study situation. The findings supported the development of a consumer retail brand to enhance competitive position in the French organic food market. Beyond organizational competitiveness, these results conclude that a retail brand presence for the cooperative could return synergistic additional value to the cooperative stakeholders, including the business, members and their social and biological environments. Finally, the outcome suggests a reciprocal, reinforcing relationship between a corporate brand strategy and the mission of the organic dairy cooperative case study subject. These findings are partially transferable to other organic cooperatives and add a cooperative organizational perspective to the brand strategy and development academic work.

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Author:Daniel Mosgaller
Advisor:Frank Kramer
Document Type:Master's Thesis
Year of Completion:2022
Granting Institution:Hochschule Furtwangen
Release Date:2022/07/29
Tag:Dairy supply cooperatives; France; Organic food market
Page Number:95
Degree Program:MBA - International Business Management
Functional area:Marketing
Open-Access-Status: Closed Access 
Licence (German):License LogoUrheberrechtlich geschützt