Creating New Structures for Marketing Firms: An Experimental Conjoint Study

Research output: Contribution to conferenceConference paper


ABSTRACT As market conditions change rapidly in the 21st century, questions are arising concerning the suitable organizational structures and processes to meet the challenges that these conditions pose. This paper introduces a new model to structure marketing co-operatives (MCs), which is based on members' preferences. Several notions from the behavioral decision theory framework are adopted for the design of this model. It focuses on the subjective utility that co-op members derive from levels of the MCs' firm-behavioral attributes, namely: business issue/scope; corporate governance; product-related decision-making; financial structure; member benefits; and product quality. Data were collected via 2 focus-group sessions and 125 structured computer-assisted face-to-face interviews. Segment-level utilities were derived by means of a conjoint experiment and a mixture-modeling framework. Key-words: marketing co-op's structure, members' preferences, conjoint analysis, mixture modeling.
Original languageEnglish
Number of pages7
Publication statusPublished - 2004
EventEMAC -
Duration: 18 May 200421 May 2004



Fingerprint Dive into the research topics of 'Creating New Structures for Marketing Firms: An Experimental Conjoint Study'. Together they form a unique fingerprint.

  • Cite this