Sustainability as “Value of Cooperatives”—Can (Wine) Cooperatives Use Sustainability as a Driver for a Brand Concept?

Similar to the number of agricultural cooperatives in the European Union, the number of German wine cooperatives is decreasing. The main purpose of the wine cooperatives is to support the member businesses with the highest possible payouts for their grapes. Wine cooperatives can fulfil this purpose...

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Autores principales:	Barbara Richter, Jon H. Hanf
Formato:	article
Lenguaje:	EN
Publicado:	MDPI AG 2021
Materias:	competitive strategy differentiation brands cooperative values sustainability social capital Environmental effects of industries and plants TD194-195 Renewable energy sources TJ807-830 Environmental sciences GE1-350
Acceso en línea:	https://doaj.org/article/f6be2cf434d44024af2f3a5cd601ab6b
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spelling	oai:doaj.org-article:f6be2cf434d44024af2f3a5cd601ab6b2021-11-25T19:00:19ZSustainability as “Value of Cooperatives”—Can (Wine) Cooperatives Use Sustainability as a Driver for a Brand Concept?10.3390/su1322123442071-1050https://doaj.org/article/f6be2cf434d44024af2f3a5cd601ab6b2021-11-01T00:00:00Zhttps://www.mdpi.com/2071-1050/13/22/12344https://doaj.org/toc/2071-1050Similar to the number of agricultural cooperatives in the European Union, the number of German wine cooperatives is decreasing. The main purpose of the wine cooperatives is to support the member businesses with the highest possible payouts for their grapes. Wine cooperatives can fulfil this purpose by implementing a differentiation strategy. On the one hand, brands can be used for differentiation. On the other hand, cooperatives can use particular values in the communication with customers that correspond to the target group’s values. Based on the definition of the International Co-operative Alliance, cooperatives are a sustainable form of enterprise. Therefore, the question arises whether it is possible to use sustainability as a value that corresponds to cooperatives as a form of enterprise as well as to a strong societal value that gains importance. Which role does social capital play in the context of social sustainability? The aim of this paper is to shed light on the understanding of brands, to show which cooperative-specific characteristics might pose a challenge to cooperatives in terms of brand management and to examine the understanding of the sustainability construct as well as sustainable management practices applied by wine cooperatives to date. Two exploratory, qualitative studies have been conducted.Barbara RichterJon H. HanfMDPI AGarticlecompetitive strategydifferentiationbrandscooperative valuessustainabilitysocial capitalEnvironmental effects of industries and plantsTD194-195Renewable energy sourcesTJ807-830Environmental sciencesGE1-350ENSustainability, Vol 13, Iss 12344, p 12344 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	competitive strategy differentiation brands cooperative values sustainability social capital Environmental effects of industries and plants TD194-195 Renewable energy sources TJ807-830 Environmental sciences GE1-350
spellingShingle	competitive strategy differentiation brands cooperative values sustainability social capital Environmental effects of industries and plants TD194-195 Renewable energy sources TJ807-830 Environmental sciences GE1-350 Barbara Richter Jon H. Hanf Sustainability as “Value of Cooperatives”—Can (Wine) Cooperatives Use Sustainability as a Driver for a Brand Concept?
description	Similar to the number of agricultural cooperatives in the European Union, the number of German wine cooperatives is decreasing. The main purpose of the wine cooperatives is to support the member businesses with the highest possible payouts for their grapes. Wine cooperatives can fulfil this purpose by implementing a differentiation strategy. On the one hand, brands can be used for differentiation. On the other hand, cooperatives can use particular values in the communication with customers that correspond to the target group’s values. Based on the definition of the International Co-operative Alliance, cooperatives are a sustainable form of enterprise. Therefore, the question arises whether it is possible to use sustainability as a value that corresponds to cooperatives as a form of enterprise as well as to a strong societal value that gains importance. Which role does social capital play in the context of social sustainability? The aim of this paper is to shed light on the understanding of brands, to show which cooperative-specific characteristics might pose a challenge to cooperatives in terms of brand management and to examine the understanding of the sustainability construct as well as sustainable management practices applied by wine cooperatives to date. Two exploratory, qualitative studies have been conducted.
format	article
author	Barbara Richter Jon H. Hanf
author_facet	Barbara Richter Jon H. Hanf
author_sort	Barbara Richter
title	Sustainability as “Value of Cooperatives”—Can (Wine) Cooperatives Use Sustainability as a Driver for a Brand Concept?
title_short	Sustainability as “Value of Cooperatives”—Can (Wine) Cooperatives Use Sustainability as a Driver for a Brand Concept?
title_full	Sustainability as “Value of Cooperatives”—Can (Wine) Cooperatives Use Sustainability as a Driver for a Brand Concept?
title_fullStr	Sustainability as “Value of Cooperatives”—Can (Wine) Cooperatives Use Sustainability as a Driver for a Brand Concept?
title_full_unstemmed	Sustainability as “Value of Cooperatives”—Can (Wine) Cooperatives Use Sustainability as a Driver for a Brand Concept?
title_sort	sustainability as “value of cooperatives”—can (wine) cooperatives use sustainability as a driver for a brand concept?
publisher	MDPI AG
publishDate	2021
url	https://doaj.org/article/f6be2cf434d44024af2f3a5cd601ab6b
work_keys_str_mv	AT barbararichter sustainabilityasvalueofcooperativescanwinecooperativesusesustainabilityasadriverforabrandconcept AT jonhhanf sustainabilityasvalueofcooperativescanwinecooperativesusesustainabilityasadriverforabrandconcept
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Sustainability as “Value of Cooperatives”—Can (Wine) Cooperatives Use Sustainability as a Driver for a Brand Concept?

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