Marketing Coordination in the Production and Distribution Chain of

The book examines marketing coordination in the production and distribution chain of organic fruits and vegetables in the Netherlands. The case under study refers to the application of marketing coordination concept in Nautilus Organic Cooperative. The analysis focuses on investigating factors underlying organic farmers'' decision to use marketing coordination through marketing cooperative and elaborating the coordination of transactions between Nautilus Cooperative and its members as well as its customers. The study combines a survey and case study approaches, as they are complementary to each other. Two methods of data collection were devised during this study, i.e., questionnaire distributed to selected farmer members of the cooperative in order to gather information about factors underlying farmers'' decision to use marketing coordination through marketing cooperative, and interviews with resource persons in Nautilus Cooperative to explore information about marketing coordination applied in the cooperative. The study also reviews various relevant documents, including research reports and publications available in Nautilus as well as other sources.