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

ObjectivesOrganizational

ArchitectureValues & Beliefs

Mission & Vision Strategy

Strategic Analysis

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

ObjectivesOrganizational

ArchitectureValues & Beliefs

Mission & Vision Strategy

Strategic Analysis

Professional Networks- Relationships- Trust

• Ideas• Student Opportunities• Customized Programs• Exchanges

Informs

Leads to

Generates

Fosters

FinanceOrganizational Economics

ManagementSociology

LawAgricultural Economics

Model Development- Inductive- Deductive

• Summer Institute• Board Chair / CEO• Undergraduate Courses• Graduate Seminars

Graduate Institute of Cooperative Leadership (GICL)

A Collaborative Research / Teaching / Outreach Experience

Model Testing

Academic Outputs - Publications - Conferences

• Cases • Outreach• Presentations • Training

GICL Process

Results in

Translates to

Embedded in

Questions?

CookML@missouri.edu