The role of grower collaborative marketing groups in developing countries

Abstract

Purpose of the review: The purpose of this review is to analyse whether collaborative marketing groups are an appropriate form to facilitate the marketing and distribution of product for smallholders in developing economies. It will try to answer the question: Under which conditions would farmers benefit from action to establish a collaborative group to market their product?Main findings: Collaborative marketing groups may be appropriate when certain prerequisites exist. These are a comparative advantage for the group over alternative marketing organisations and trust among the members of the group. A range of other enhancing factors (e.g. the type of comparative advantage, the type of product, supporting organisations and resources) will influence its chances of success and be instrumental in determining which type of collaborative marketing group will be most appropriate. They should not be used as instruments to implement government policy and to overcome all the market failures that constrain farmer development.Directions for future research: Further research is required in developing countries into the relative importance of a range of factors identified as relevant to group success and into the roles and processes used to facilitate their development.