Thriving in Uncertain Times:
Markets, Food, and Governing
Michael L. Cook
University of Missouri
Graduate Institute of Cooperative Leadership
(GICL)
In a cooperative
Marketing, Strategy and Governing
are interrelated.
Cooperatives are primarily user owned,
controlled and benefiting
There are cooperatives where the
1. Member is a Supplier
2. Member is a Consumer
3. Member is Both
What role can a director play in
governing her/his cooperative
through uncertain times?
Director Development Programs
suggest that directors should ask
more and better questions.
Our objective today is to assist in
achieving this objective as it relates
to strategy and marketing.
Let’s start with
strategy formulation.
What is Strategy?
The Central, Integrated, Externally
Oriented Concept of How We Will
Achieve Our Objectives
An Overview
Strategic
Analysis
Values &
Beliefs
Mission &
Vision
Objectives
Strategy
Organizational
Architecture
Five Elements of Strategy
1. Arenas
2. Vehicles
3. Differentiation
4. Staging
5. Economic Logic
The Five Elements
1. Arenas: Where will we be active?
2. Vehicles: How will we get there?
3. Differentiators: How do we set
ourselves apart?
4. Staging: Speed and sequencing
5. Economic Logic: Impact
measurement
Arenas
Where will we be active?
• Output Categories
• Market Segments
• Geographic Arena
• Core Technologies
• Value Creation Stages
Vehicles
How will we get there?
• Internal Development
• Joint Venture
• Licensing / Venturing
• Acquisition
Differentiators
1. Image
2. Customization
3. Cost
4. Quality
5. Ability to Continue Learning
6. From Plow to Plate
Staging
1. Speed
2. Sequencing
Economic Logic
1. Low Cost — Scale
2. Low Cost — Scope
3. Premium Price — Proprietary Service
4. Premium Price — Proprietary Output
Features
5. A Continuum
Economic Logic
How does this increase my per unit
return?
or
Economic Logic
How does this help us achieve our
vision — which is . . . . . . . . . !
An Overview
Strategic
Analysis
Values &
Beliefs
Mission &
Vision
Objectives
Strategy
Organizational
Architecture
Graduate Institute of Cooperative Leadership (GICL)
A Collaborative Research / Teaching / Outreach Experience
Embedded in
•
•
•
•
• Summer Institute
• Board Chair / CEO
• Undergraduate Courses
• Graduate Seminars
Cases
Outreach
Presentations
Training
Fosters
Professional Networks
- Relationships
- Trust
Translates to
Generates
GICL Process
Academic Outputs
- Publications
- Conferences
•
•
•
•
Ideas
Student Opportunities
Customized Programs
Exchanges
Results in
Informs
Model Testing
Leads to
Model Development
- Inductive
- Deductive
Finance
Organizational Economics
Management
Sociology
Law
Agricultural Economics
Questions?
CookML@missouri.edu