The relevance of culture and behaviours in a MOCA strategy’s implementation
How culture in a Coop supports behaviors appropriate for MOCA strategy
Marketing for co-operative advantage can be supported by existing cultures in a cooperative business. One of the ways in which a coop culture can support behaviors appropriate for a MOCA strategy is through marketing itself and educating its customers on ways of doing the marketing(Whyatt, n.d.). Marketing and educating are inseparable and this can be achieved if a coop’s culture copies the marketing and merchandising techniques of investor owned competitors. A culture should be wary of what it does and how it does it (Belz & Peattie, 2012).
A coop culture which gives room for customer and member feedback is also appropriate for supporting MOCA strategy behaviors (Belz & Peattie, 2012). This information can be used in the advantage of the coop to meet customer needs. Since one of the main aims of a coop culture is to meet human needs, a careful approach on customer/ member concerns and complaints can be a successful way to support MOCA behavioral strategies. Engaging with market messages and events can also be combined with giving room to feedback as a culture characteristic of promoting MOCA in a coop.
A coop culture can support successful MOCA behaviors if it includes recruiting the right staff with the right attitudes and value sets (Whyatt, n.d.). This means that even if a coop’s staff is not aligned to some form of specialized job, a right frame of mind and attitude can be successful in turning them around implementing successful MOCA strategies. A coop should also give its staff the right to have a say in MOCA related decisions and their values, principles and identity (Whyatt, n.d.). This will increase the competence of a culture in strengthening MOCA
In an overview, a culture should incorporate a full understanding of MOCA strategies including allocating resources aimed at MOCA, committing itself to value related policies and decisions, controlling internal information flows and explaining how decisions are attributed to MOCA. Such a culture, if in existence in a coop will be automatically viewed as supporting MOCA strategy behaviors (Whyatt, n.d.).
How culture in a Coop can adversely affect a successful MOCA strategy
A fully effective MOCA strategy includes engaging each and every aspect of the cooperative in creating a difference and communicating the difference (Dobni, 2003). However, such a successful strategy can be derailed in its functioning if a culture changes and or starts to respond slowly to MOCA. If communication is not managed well in a coop, then a successful MOCA strategy will begin its road to extinction. Poor communication can lead to lack of trust and this will seek to undermine a successful strategy.
If a coop adopts a culture that does not prioritize customer value, a MOCA strategy will begin to shake. This is because successful firms base their MOCA strategies on customer value and if the value begins to fade, MOCA strategies will be affected. A culture should also connect its employees to the visions and values of an organization (Dobni, 2003). Employees less connected to a coop’s vision and values will begin to value a MOCA strategy less and less and this can be a sure way of culture affecting a successful MOCA strategy.
The values of openness, trust, promise-keeping and collaboration need to be upheld at all times by all coop cultures (Dobni, 2003). However, if this is not observed or begins to lose value, a crisis in a successful MOCA strategy will be looming. This is because the culture will be seen as less caring and more self-interested thus the crisis. Thus, cultures are advised to stick by their values and competencies so as to avoid MOCA strategies downfalls.
References
Belz, F & Peattie, K, (2012). ‘Susteinability Marketing Transformations’. In: e.g. Tolkien, J.R.R.
(ed), Susteinability Marketing: A Global Perspective. 2nd ed. UK: TJ International. pp.(277-297).
Dobni, B, (2003). Creating a strategy implementation environment. Canada: Business Horizons.
Lecture Notes
Whyatt, G, (n.d.). Marketing our Cooperative Advantage: MOCA Implementation, The
Organizational Challenges.. 1st ed. Canada: .
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