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Cotton's Renaissance: A Study in Market Innovation
Paperback / softback
Main Details
Title |
Cotton's Renaissance: A Study in Market Innovation
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Authors and Contributors |
By (author) George David Smith
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By (author) Timothy Curtis Jacobson
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Physical Properties |
Format:Paperback / softback | Pages:364 | Dimensions(mm): Height 229,Width 152 |
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Category/Genre | Economic history Business and management |
ISBN/Barcode |
9780521298957
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Classifications | Dewey:338.7677210973 |
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Audience | Professional & Vocational | |
Illustrations |
Worked examples or Exercises
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Publishing Details |
Publisher |
Cambridge University Press
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Imprint |
Cambridge University Press
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Publication Date |
30 June 2011 |
Publication Country |
United Kingdom
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Description
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.
ReviewsReview 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
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