Strategy and Value in Commodity Organizations: Oklahoma Wheat in the 21st Century |
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| Authors: | Conrad Lyford Daniel Tilley Jared Carlberg |
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| Affiliation: | Conrad Lyford is an assistant professor in the Department of Agricultural and Applied Economics at Texas Tech University.;Daniel Tilley is a professor in the Department of Agricultural Economics at Oklahoma State University.;Jared Carlberg is an assistant professor in the Department of Agribusiness and Agricultural Economics at the University of Manitoba. |
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| Abstract: | The Oklahoma Wheat Commission is the generic promotion organization for Oklahoma wheat. As agricultural marketing systems change, the value provided may need to adjust. This case illustrates the strategic challenges faced by producer organizations and many agricultural industries. Overall an opportunity to use strategic management tools is provided with a focus on balancing efforts to accomplish program activities with efforts to increase funding levels. |
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