Loyalty in Cooperatives Through the Service Dominant Logic View

Renata Klafke; Guilherme Moreira Pinto; Cláudia Tânia Picinin

doi:10.16925/2382-4220.2022.03.07

Loyalty in Cooperatives Through the Service Dominant Logic View

Reasearch Article

https://doi.org/10.16925/2382-4220.2022.03.07

Renata Klafke Ver Biografía

Universidade Federal do Paraná

Guilherme Moreira Pinto Ver Biografía

Brasil

Cláudia Tânia Picinin Ver Biografía

Universidade Tecnológica Federal do Paraná

This paper offers a theoretical analysis of agricultural cooperatives´ assistance to its members to innovate as a value proposition of loyalty. The Service Dominant Logic (SDL) is used as the theoretical background. Through a logical reasoning we infer that value generation through a fundamental service provision like innovation sharing could strengthen cooperator’s loyalty. This is for its relational perceived value, where actions and interactions occur to cocreate. This paper provides correlations from the theory and practice which help the reader to get a better picture of the idea exposed here. The understanding about whose actors cocreate value and what values propositions are important for associates and cooperative as an institution to survive allow cooperatives to orient efforts towards its service offer as a way of enhancing loyalty and strengthening improvement and commitment.

Keywords: services, service dominant logic, cooperatives, innovation sharing

Bialoskorski N. S. (2007). Um ensaio sobre desempenho econômico e participação em cooperativas agropecuárias. Revista de Economia e Sociologia Rural, 45(1), 119-138.

Bialoskorski N., S. (1998). Governança e perspectivas do cooperativismo. I Workshop Internacional de Tendências do Cooperativismo, 5(1), 17-35.

Boesche, L. (2005). Fidelidade cooperativa: uma abordagem prática. Sescoop-PR.

Bolton, R. N. (2020). Commentary: future directions of the service discipline. Journal of Services Marketing, 34(3), 279-289.

Chaddad, F. R. & Cook, M. L. (2004). Understanding New Cooperative Models: An Ownership-Control Rights Typology. Review of Agricultural Economics, 26(3), 348-360.

Conto, S. M., Júnior, J. A. V. A., Vaccaro, G. L. R. (2016). A inovação como fator de vantagem competitiva: estudo de uma cooperativa produtora de suco e vinho orgânicos. Gestão e Produção, 23(2), 397-407.

Czakon, W. (2010). Emerging coopetition: an empirical investigation of coopetition as inter-organizational relationship instability. Coopetition: Winning strategies for the 21st century, 58-73.

Dancey, C. P. & Reidy, J. (2006). Estatística sem matemática para psicologia. Artmed.

Delgado, L. A. (2007). A inovação sob a perspectiva do Desenvolvimento sustentável: Os casos de uma cooperative de latícínios brasileira e de outra francesa. Dissertação de mestrado apresentada ao programa de pós-graduação em Administração da Universidade Federal do Rio Grande do Sul – Departamento de Administração.

Dhehibi, B., Zucca, C., Frija, A., & Kassam, S. N. (2018). Biophysical and econometric analysis of adoption of soil and water conservation techniques in the semiarid region of Sidi Bouzid (Central Tunisia). Mediterranean Journal of Economics, Agriculture, and Environment, 17(2), 15-28.

Diniz, P., Giarola, E., Freitas Balbino, R., Ferreira, R. N. & Nazareth, L. G. C. (2013). A estratégia empresarial e o marketing estratégico como forma de fortalecimento da doutrina cooperativista: uma pesquisa aplicada sob o enfoque da teoria dos jogos. Revista de Administração FACES Journal, 12(3), 65-81.

Dohmen, P., Kryvinska, N., & Strauss, C. (2014). Viable service business models towards inter-cooperative strategies: conceptual evolutionary considerations. In Inter-cooperative Collective Intelligence: Techniques and Applications (pp. 273-290). Springer.

Eiseman, D. L., Allred, S. B., & Smallidge, P. J. (2022). Applying Service-Dominant Logic to Peer-to-Peer Experiences between Master Forest Owner Volunteers and Woodland Owners in New York State. Small-Scale Forestry, 21(1), 1-28.

Feng, L., Nilsson, J., Ollila, P., & Karantininis, K. (2011). The Human Values behind Farmers’ Loyalty to their Cooperatives. In 5th International Conference on Economics and Management of Networks, Limassol.

Ferreira, M. A. M. (2016). Interfirm Networks Franchising, Cooperatives and Strategic Alliances A Book Review. International Journal of Latest Trends in Finance and Economic Sciences, 6(2), 1146-1147.

Fischer, T., Gebauer, H.Y. & Fleisch, E. (2012). Service Business Development. Strategies for Value Creation in Manufacturing Firms. Cambridge University Press.

Furseth, P. I., & Cuthbertson, R. (2013). The Service Innovation Triangle: A Tool for Exploring Value Creation through Service Innovation. International Journal of Technology Marketing, 24(2), 159-176.

Granovetter, M. (1985). Economic Action and Social Structure: The Problem of Embeddedness. American Journal of Sociology, 91, 481–510.

Greer, C. R., Lusch, R. F., & Vargo, S. L. (2016). A Service Perspective. Organizational Dynamics, 1(45), 28-38.

Harisudin, M., Adi, R. K., Pratama, N. A. K. (2020). Performance improvement strategies based on balanced scorecard for rural cooperative: the case of Indonesia. International Journal of Trade and Global Markets, 13(2), 161-181.

Jerônimo, F. G., Maraschin, A. & Silva, T. D. (2006). A gestão estratégica de sociedades cooperativas no cenário concorrencial do agronegócio brasileiro: estudo de caso em uma cooperativa agropecuária gaúcha. Teoria e Evidência Econômica, Passo Fundo, 14(26), 71-90.

Levidow, L., Sansolo, D., Schiavinatto, M. (2021). Agroecological Innovation Constructing Socionatural Order for Social Transformation: Two Case Studies in Brazil. Latin American Science, Technology and Society, 4(1), 1-1.

Lindhult, E., Chirumalla, K., Oghazi, P., & Parida, V. (2018). Value logics for service innovation: practice-driven implications for service-dominant logic. Service Business, 1-25.

Lora-Ochoa, C., Pinedo-López, J. W., & Burgos-Salvador, M. (2018). Cooperativas en el sector rural para la reintegración productiva de los desmovilizados. Cooperativismo & Desarrollo, 112(25), 57-65.

Lusch RF, Nambisan S (2015) Service innovation: a service-dominant logic perspective. MIS Q 39 (1):155–175

Machado Filho, C. A. P.; Marino, M. K.; Conejero, M. A. (2004). Gestão estratégia em cooperativas agroindustriais. Cadernos de Pesquisa em Administração, 11(2), 61-69.

Martins, V. M. C., Martins, R. S. M., Siedenberg, D. R., & Griebeler, M. P. D. (2017). Gestão da inovação em cooperativa de grande porte do setor de fabricação de alimentos. Revista de Administração, 14(25), 57-71.

Meireles, P. A. (1981). Ações administrativas e participação especial em cooperativa agropecuária: um estudo de caso em Minas Gerais. Esal.

Melesko, B. M. (2012). Fidelidade e lealdade: uma relação dos cooperados com sua cooperativa. Monografia apresentada ao Curso de Pós-Graduação lato sensu em Gestão de Cooperativas da UNIJUÍ. https://bit.ly/3RMfben

Miranda, A. R., Marti, J. P., & Vivas, M. R. (2021). Contribución de las cooperativas agrarias al desarrollo territorial en Uruguay. Cooperativismo & Desarrollo, 29(119), 1-31.

Móglia, L. C., Parada Júnior, I., Neto, S. B., & Marchi, D. (2004). Fidelidade e Reciprocidade do Cooperado: o caso Carol. Congresso da Sociedade Brasileira de Economia e Sociologia Rural.

Ndeinoma, A., Wiersum, K. F., & Arts, B. (2018). The Governance of Indigenous Natural Products in Namibia: a Policy Network Analysis. Environmental Management, 62(1), 29-44.

OCB. (2019). Anuário do Cooperativismo Brasileiro. 3ª Versão. https://bit.ly/3t6k4Vi

Oliveira, R. M. (2021). Efeitos dos conflitos cognitivos e do compartilhamento de informações na inovação gerencial e no desempenho organizacional em cooperativas. Tese apresentada ao programa de pós-graduação em contabildiade Universidade Federal de Santa Catarina – Centro socioeconômico.

Orfila-Sintes, F., & Mattsson, J. (2009). Innovation Behavior in the Hotel Industry. Omega, 37(2), 380-394.

Pattison, D. (2000). Agricultural Cooperatives in Selected Transitional Countries.

Piercy, N. (2014). Export Strategy: Markets and Competition (RLE Marketing). Routledge.

Pittaway, L., Robertson, M., Munir, K., Denyer, D., Neely, A. (2004). Networking and Innovation: A Systematic Review of the Evidence. International Journal of Management Reviews, 5, 137-168.

Pohlmann, A. y Kaartemo, V. (2017). Research Trajectories of Service-Dominant Logic: Emergent Themes of a Unifying Paradigm in Business and Management. Industrial Marketing Management, 63, 53-68. https://doi.org/10.1016/j.indmarman.2017.01.001

Rao, S., Ahmad, A., Horsman, W. & Kaptein-Russell, P. (2001). The Importance of Innovation for Productivity. International Productivity Monitor, 2(Spring), 11-18.

Rossés, G. F., Tomazi, M., Stecca, F. L. P. A., Oliveira, D. C., & Sccott, C. R. C. (2015). Fidelidade em cooperativa agropecuária: Um estudo de caso. Revista de Gestão e Organizações Cooperativas, 2(4), 17-34.

Sanchis, J. R., Campos Climent, V., Mohedano Suanes, A. (2015). Key Factors in Cooperatives Creation and Development: Empirical Study Applied to Valencian Lands. Revista de Estudios Cooperativos, (119), 183-207.

Savga, L. (2020). Cooperatives for Innovative Development. Journal of Research on Trade, Management and Economic Development, 7(2), 6-16

Simioni, F. J., Siqueira, E. S., Binotto, E., Spers, E. E., & Araújo, Z. A. S. (2009). Lealdade e oportunismo nas cooperativas: desafios e mudanças na gestão. Revista de Economia e Sociologia Rural, 47(3), 739-765.

Sternberg, R. & Arndt, O. (2001). The firm or the region: what determines the innovation behavior of European firms? Economic Geography, 77(4), 364-382.

Sukarsono, A. (2017). Management Strategic Development Marketing Cooperative in the Era of Global. Proceeding abstract.

Toivonen, M. & Tuominen, T. (2009). Emergence of Innovation in Services. Service Industries Journal, 29(7), 887-902. https://doi.org/10.1080/02642060902749492

United Nations Statistics Division (UNSTAT). Department of Economic and Social Affairs, Statistics Division. Series V. World Statistics Pocketbook. https://unstats.un.org/unsd/industry/

Vargo, S. & Lusch, R. F. (2016). Institutions and Axioms: An Extension and Update of Service-Dominant Logic. Journal of the Academy of Marketing Science, 44(1), 5-23.

Vargo, S. & Lusch, R. (2004). Evolving to a New Dominant Logic for Marketing. Journal of Marketing, 68(1), 1–17. https://doi.org/10.1509/jmkg.68.1.1.24036

Vargo, S., Wieland, H., & Akaka, M. A. (2015). Innovation through Institutionalization: A Service Ecosystems Perspective. Industrial Marketing Management, 44, 63–72.

Vargo, S. L., & Lusch, R. F. (2016). Institutions and axioms: an extension and update of service-dominant logic. Journal of the Academy of Marketing Science, 44(1), 5-23.

Xie, K., Wu, Y., Xiao, J., & Hu, Q. (2016). Value Co-Creation between Firms and Customers: The Role of Big Data-Based Cooperative Assets. Information & Management, 53(8), 1034-1048.

Wang, F., & Chen, K. (2020). Do product imitation and innovation require different patterns of organizational innovation? Evidence from Chinese firms. Journal of Business Research, 106(1), 60-74.

Hlady-Rispal, M., & Vinciane, S. (2018). Deconstructing the Way in Which Value Is Created in the Context of Social Entrepreneurship. International Journal of Management Reviews, 20(1), 62–80

Klafke, R., Moreira Pinto, G., & Tânia Picinin, C. (2022). Loyalty in Cooperatives Through the Service Dominant Logic View. Cooperativismo & Desarrollo, 30(124), 1-22. https://doi.org/10.16925/2382-4220.2022.03.07

Download Citation

This work is licensed under a Creative Commons Attribution 4.0 International License.

As the author of the article declares that is an original unpublished work exclusively created by me, that it has not been submitted for simultaneous evaluation by another publication and that there is no impediment of any kind for concession of the rights provided for in this contract.

In this sense, I am committed to await the result of the evaluation by the journal Cooperativismo & Desarrollo before considering its submission to another medium; in case the response by that publication is positive, additionally, I am committed to respond for any action involving claims, plagiarism or any other kind of claim that could be made by third parties.

At the same time, as the author or co-author, I declare that I am completely in agreement with the conditions presented in this work and that I cede all patrimonial rights, in other words, regarding reproduction, public communication, distribution, dissemination, transformation, making it available and all forms of exploitation of the work using any medium or procedure, during the term of the legal protection of the work and in every country in the world, to the Universidad Cooperativa de Colombia Press.

Issue

Vol. 30 No. 124 (2022)

Published

12/13/2022

Downloads

PDF

Metrics

Metrics Loading ...

https://plu.mx/plum/a/?doi=10.16925/2382-4220.2022.03.07