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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
Authors and Contributors      By (author) George David Smith
By (author) Timothy Curtis Jacobson
Physical Properties
Format:Paperback / softback
Pages:364
Dimensions(mm): Height 229,Width 152
Category/GenreEconomic history
Business and management
ISBN/Barcode 9780521298957
ClassificationsDewey:338.7677210973
Audience
Professional & Vocational
Illustrations Worked examples or Exercises

Publishing Details

Publisher Cambridge University Press
Imprint Cambridge University Press
Publication Date 30 June 2011
Publication Country United Kingdom

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.

Reviews

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