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개방화시대에 대응한 농협 RPC 중장기 경영혁신 방안 연구
위남량,김상국 농협대학교 협동조합경영연구소 2006 협동조합경영연구 Vol.35 No.-
The analyses of the survey indicate that there are distinct differences between these two groups in cost leadership and differentiation. There are also distinct differences in the degree of their patrons’ satisfaction about their RPC’s. However, there are little significant differences in their organizational structure, so we could conclude that traditional structure is still prevalent among agricultural cooperatives’ RPC’s. Based on these results, this study proposes that the conversion of the structure into IOF’s value added model is needed in order for the RPC’s to continue progressing under this globalized circumstances. As for RPC’s, it is crucial to pursue cost leadership and differentiation strategy in order to compete with imported rice. And pursuing this strategy inevitably entails globally competitive efficiency, which is hardly achieved from traditional cooperative structure. The most significant feature of this study is that we have treated RPC as a marketing entity. Although this study does not contain enough alternatives which RPC can choose, we think we at least paved the way for another various approaches about this theme. Finally we hope this study helps stakeholders or researchers who have interests in RPC management to get a useful ideas.