Companys are now forced to rethink their business strategies: from mass production to cooperation.

Cooperatives as an ideal business form for the Internet age

Self-employed entrepreneurs make mass products

So far, due to the high production costs with a comparatively short range, mass production has been in demand. Now niche markets are on the rise - cooperations.

So far, the marketing strategy of many companies has primarily aimed at attracting as many people as possible People to attract and crowd the crowds check. Many entrepreneurs see themselves as the navel of the Welt:

The new king customer

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To them may he Customer but please come if he wants to buy something. The legal form of the GmbH in Germany is about as autocratic: Oben der Executive, and everyone does what he says.

The new Economy works differently, as the American media expert Jeff Jarvis makes clear in his book using the example of Google, one of the most successful companies of our time. An example that can easily be transferred to other companies.

The Internet is not a mass market

Jarvis' thesis: That Internet is not a mass market, but enables - on the contrary - a mass of markets because it facilitates inexpensive, decentralized production and enables targeted sales.

In this way, the web offers space for suppliers of niche products, whether they are rare piano sheet music, made-to-measure plus-size dresses or specialty coffees. Nevertheless, the manufacturers often reach a world market customers from all continents, simply because a good ranking on Google is often enough for them to constantly win new customers.

Cooperation and communication create trust

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The key here, however, is the networking and Communication with active as well as potential customers, but also with competitors. The entire advertising strategy is essentially based on this: Since the companies have small, manageable target groups, they can address them much more precisely.

For example, via trade media and at trade events, but above all in direct dialogue: Precisely because the niche provider is a specialist in its field, it can tailor-made Performance in very good quality, with convincing service and excellent technical know-how. That's how he wins fast customer confidence in his Expertise.

Customers help companies

What's more, the customers also help the company to optimize products and services because they can't help themselves I aufmerksam make and make suggestions for improvement. A System of open exchange and healthy cooperation, from which everyone benefits.

Incidentally, this also applies to the so-called competitors: Because who sets himself apart by specialized products or services from others, competition does not need to fear, but can cooperate with competitors to win new customers or act together.

How cooperatives work

Cooperatives work differently - as is well defined in the Cooperative Law: several people participate financially in a company; each pays a deposit, the amount of which is determined by the statute. No notary is required for this, just a declaration of membership. The shares of the cooperatives are not traded.

A cooperative is thus as good as unsaleable. If you no longer want to be a member, you will be given a declaration of resignation, provided there have been no losses Money again. In addition, the principle applies that every member voice has, regardless of the amount of financial participation.

Possibility of cooperation

Like no other legal form, cooperative companies therefore offer the opportunity to participate, help shape and share responsibility, they belong to their members. Therein lies the reason for the special positive Image that cooperatives enjoy.

They are generally considered solid, serious and down to earth. The numbers underline that yet: The insolvency rate is a sensational 0,4 percent.

Unworldly idealists?

But cooperatives are not a business model for worldly idealists. They are democratically structured as societies, but in contrast to these, they do not generally work in the public domain, nor are they engaged in charitable activities. They serve their own economic interests.

The cooperative is the only type of company that has one clear outlined legal mandate, namely the promotion of its members. It is not about pure increase in money and the highest possible returns. Rather, it is Objectiveto achieve something in cooperation with others and to build up a certain market power.

Thanks to these structures, the old-fashioned eG could soon see a renaissance, because even if they have their roots in the 19. Century and many initially think of their grandparents when they hear cooperative - actually the eG is the ideal legal form for the Internet age.


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