A Compliance and Marketing Towards Viability and Sustainability of Multipurpose Cooperative Models

Abstract

The remarkable contribution of cooperatives to the economic efficiency and stability of countries worldwide has manifested comprehensive development. And multipurpose cooperatives are among the resilient type that is referred to herein (Quilloy et al., 2015). Such achievement is attributed to compliance as a concept and a tactic that is dependent on its implementation (Foorthuis & Bos, 2014). It enabled cooperatives as an economic force while maintaining their civic virtues, unleashing competitive advantage, and improved performance (Zamagni, 2012). Its inherent marketing mindset begins as a people-centered enterprise as described by the International Cooperative Alliance (ICA, Battaglia, et al. 2015; Benavides, Ehrenenhard, 2015). These performances were further sustained by the Cooperative Development Authority (CDA) by its award and recognition program in the Gawad Parangal instituted in 2011. With various economic environments even amidst pandemic, compliance and marketing management strategies are essential to the significant performances of cooperatives. CDA revealed that in 2016, the total operating cooperatives was 19,082, however, only 50% are reporting to CDA. In 2017, operating cooperatives surge to 6.37% and reduced the non-reporting to 51.44%. Operating cooperatives in 2019 increased to 4.33% including 6.25% of the newly registered cooperatives from 2016 onwards. None reporting cooperative increased to 7%. This study investigated the degree of compliance and marketing strategies of multipurpose cooperatives in the Large Millionaire and Billionaire categories. This descriptive-quantitative and qualitative research utilized frequency, percentage, weighted mean chi-square for the statistical treatment. Structured survey and interview results showed a categorical weighted mean of 4.96, an overall mean of 4.93 as to compliance with regulatory provisions. This underwrites the viability and sustainability of the cooperative enterprises' performance evidenced by being an awardee and their unprecedented networth for the past five years.