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Cotton's Renaissance - A Study in Market Innovation (Paperback)
Loot Price: R1,054
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Cotton's Renaissance - A Study in Market Innovation (Paperback)
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Cotton's Renaissance is an analytical and interpretive history of
the responses of US cotton growers to problems of supply and
demand, and of the unique public-private organization they founded
to help them grow, compete, and survive in an increasingly
competitive marketplace. It is a story of how cotton growers
learned, after more than a century and a half of trying to manage
supply, that they could actually influence demand for their
commodity. The impact of that company, Cotton Incorporated, on the
markets for cotton was a remarkable achievement in organizational
entrepreneurship. In its 'total marketing' effort to rebuild
cotton's market share, it has fostered substantial scientific,
technological, and managerial improvements in the quality and
performance of cotton. In doing so, it has enhanced the efficiency
of not only the farmers who grow cotton, but also those who
transform it into consumer goods.
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