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Cotton's Renaissance: A Study on Market Innovation.

Curtis-Jacobson, Timothy ; Smith, George

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ISBN 10: 0521808278 / ISBN 13: 9780521808279
Verlag: Cambridge University Press, Cambridge University Press, 2001
Gebraucht Zustand: Very Good Hardcover
Verkäufer Plurabelle Books Ltd (Cambridge, Vereinigtes Königreich)

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346p hardback with brown patterned jacket, laminated, as new, pages clean with photographs, appendix and index, very good. Buchnummer des Verkäufers PAB 73139

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Bibliografische Details

Titel: Cotton's Renaissance: A Study on Market ...

Verlag: Cambridge University Press, Cambridge University Press

Erscheinungsdatum: 2001

Einband: Hardcover

Zustand:Very Good

Zustand des Schutzumschlags: Dust Jacket Included

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Cotton's Renaissance is the story of one of the more remarkable feats in the annals of enterprise. At its center, the book shows how U.S. cotton growers lost half their market share in the 1960s and 1970s and then won it back through highly innovative marketing and organization. To place this unprecedented achievement in perspective, the authors analyze and interpret the responses of cotton growers over two hundred years to the timeless problems of nature, technology, markets, and politics. The upshot is a dramatic history of how growers learned--after more than a century and a half of trying to manage supply--how to drive and shape demand for their commodity. This key change in perspective and behavior was accomplished by the creation of a unique public-private company that helped thousands of growers to cultivate demand and to survive in an increasingly competitive global marketplace. The impact of Cotton Incorporated on the markets for cotton was nothing less than an entrepreneurial coup in strategy and organization. In its "total marketing" effort to rebuild cotton's market share, it fostered substantial scientific, technological, and managerial improvements in the quality and performance of cotton. In doing so, it has enhanced the efficiency not only of the farmers who grow cotton but also of the intermediaries who transform it into consumer goods. This account of the cotton industry's revival, which took place at every level of production and distribution, holds many important lessons for anyone interested in history, economics, marketing, or public policy.

Book Description:

Cotton's Renaissance tells the remarkable story of how U.S. cotton growers struggled to grow, compete, and survive for more than two centuries through a series of challenges to their industry markets. It traces the rise of Cotton Incorporated, a unique public-private organization dedicated to marketing cotton, and tells the story of how commodity farmers, traditionally concerned with supply, learned to create and manage demand through entrepreneurial organization and innovative "total marketing."

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