Hvordan virker samvirker? - Handelshøyskolen BI

cooperatives have been interviewed. Moreover, the annual reports from the
last 10 years have been analyzed. The empirical data indicate that the dairy
cooperative – TINE – on average is launching 8-10 new products per year,
while Norsk Kjøtt (red meat) and Prior Norge (poultry, eggs) both introduce
nearly 50 new products annually. There are relatively few radically new
products, though, and all the three organizations seem to apply an
exploitation strategy. In line with accepted theory a certain degree of risk
aversion seems to be present, and this is manifested in a relatively high
success rate for new products.
1. In conclusion, a product development generated by available raw
material was found in all the three organizations even if the market also
was the starting point in many cases. Prior seems to be the most
successful when it comes to managing the production of particular types
of raw material by the members. On the other hand, TINE is probably
the most sophisticated in mapping consumer preferences. Finally, the
challenges ahead for the marketing cooperatives are briefly commented
upon.
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