Determinants of commercial performance: Proposal of a subjective model

Abstract

This research aims at studying the determinants of the commercial performance of an agricultural cooperative in relation to its EIG. Through this paper, the study develops a conceptualization of commercial’s performance, importance, definitions and decomposition in a knowledge-based economy.
 The research focuses on the determinants of the commercial performance within the framework of the approach based on the resources and skills. Building upon a specialized literature review, the study develops an integrative model that analyzes each determinant in-depth (evolution, composition, importance and dimensions) and that articulates individual, organizational and environmental characteristics. The human factor is a determining element of commercial performance through its skills, knowledge, habits and abilities, it must therefore try to capture, share and develop the value that resides in the heads of its key employees;
 The organizational capital represents the internal structure of the company, the infrastructure (technologies, methodologies, communication systems...), the processes and the culture, while the environment of the company is made up of all the forces external to the company which act and react for the benefit or against the company.
 
 Keywords: Commercial performance- Determinants-Individual Characteristics- Organizational Characteristics-Environmental characteristics- subjective model.