Cotton's Renaissance: A Study in Market Innovation - Softcover

Smith, George David

Softcover

ISBN 10: 0521298954 ISBN 13: 9780521298957

Publisher: Cambridge University Press, 2011

Synopsis

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.

About this title

Review

Review of the hardback: 'This is an insightful case study about how a collective marketing and research organisation took on the chemical and synthetic corporate giants ... this story offers convincing evidence in its own right that technical investment can promote the survival of cotton industries in advanced countries.' Business History

Book Description

Cotton's Renaissance is the remarkable story of how US cotton growers struggled to 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.

Edition details

• Publisher: Cambridge University Press
• Publication date: 2011
• Language: English
• ISBN 10: 0521298954
• ISBN 13: 9780521298957
• Binding: Paperback
• Number of pages: 364