Author: Murray-Prior, Roy

Source: Stewart Postharvest Review, Volume 3, Number 6, December 2007 , pp. 1-10(10)

Publisher: Stewart Postharvest Solutions

Abstract:

Purpose of review: The purpose of this review is to analyse whether collaborative marketing groups (CMGs) are an appropriate form to facilitate the marketing of products from smallholders in developing economies. It attempts to identify the conditions under which smallholder farmers will benefit from action to establish a collaborative group to market their products.

Main findings: CMGs may be appropriate when there is a comparative advantage for the group over alternative marketing organisations and trust exists among the members of the group. A range of other enhancing factors (eg, the type of comparative advantage, the type of product, supporting organisations and resources) will influence the group's chances of success and be instrumental in determining which type of CMG will be most appropriate. CMGs should not be used as instruments to implement government policy or to overcome the market failures that constrain rural development.

Directions for future research: Further research is required to identify the relative importance of a range of factors identified as important to group success and into the roles and processes used to facilitate the development of CMGs.

Keywords: COLLABORATIVE MARKETING; COOPERATIVES; RURAL DEVELOPMENT; DEVELOPING COUNTRIES

Document Type: Review article

DOI: http://dx.doi.org/10.2212/spr.2007.6.15

Publication date: 2007-12-01

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