Examining the Marketing Strategy, Relationship Quality, Entrepreneurial Orientation and Agricultural Marketing Cooperative Unions Performance at Western Oromia, Ethiopia
DOI:
https://doi.org/10.20372/star.v10i4.03Keywords:
Agricultural Cooperative, Marketing Performance, Marketing Strategy, Relationship Quality, Entrepreneurial OrientationAbstract
This study examines the marketing cooperative strategy, relationship quality, entrepreneurial orientation, and marketing performance of agricultural cooperative unions in Western Oromia. Data was collected from 272 respondents from general assembly members of seven sample AMC unions. The results showed that the AMC unions in Western Oromia are in good management, firm value, and financial performance. They are also good in practicing cooperative marking strategies, such as member return, risk management, and market diversification. The AMC unions maintain strong relationship quality, satisfying members in business and management, building trust, and ensuring member commitment and loyalty. They also practice entrepreneurial orientation, demonstrating proactive risk-taking, autonomy, and entrepreneurial managerial competency. The study concludes that the AMC unions in Western Oromia have high overall performance, implementing member-benefiting marketing strategies, maintaining strong relationship quality, and practicing entrepreneurial orientation. The recommendations are to further improve business performance, transaction cost reduction strategy implementation, and innovative business operation practices.
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