Exploring Communication Aspects in Agricultural Cooperatives

Abstract

This study investigates the existing communication flows in agricultural cooperatives and the means of communication used by these organizations to communicate with their members . The authors conducted a
systematic literature review to address the following questions: How does communication occur in agricultural cooperatives? What means of communication have been adopted by agricultural cooperatives? What are the main theories supporting the analysis of communication issues in these organizations? There is evidence in the literature that inadequate communication between management and cooperative members can be one of the reasons for organizational failure. Inconsistent and ineffective communication can create a disconnect between members and
organizations. In addition, communication is an important mechanism capable of improving the commitment of members to the cooperative. Despite this, agricultural cooperatives are slow to incorporate more diverse and effective means of communication to reach their varied audiences.