Developing Visibility Index and Hierarchy of Educating Stakeholders : Branding Indian Cooperatives

A successful cooperative has committed members and effective leadership. To make a cooperative successful requires a great deal of vision, strong commitment, creative time, abundant energy, prolific business skill, and several other resources to create value & make feel value through business operations. This research has two fold objectives. First, we study the relation between success and image of cooperatives. In the process we identify the factors of success and at the end develop ‘Visibility Index' to quantify logically the image of a cooperative. Second, we study the role of educating critical stakeholders of a cooperative in making the cooperative success. We assume that different stakeholder have different role to play in making cooperative success, and hence have different educating needs for each class of stakeholder. By this, we develop hierarchy of critical stakeholders and identify the specific need for each class.As mentioned at the outset; (i) to create value members should be educated to make them committed, leadership to make it effective & managers skillful and (ii) to feel value to the suppliers, consumers and public should be educated to know value addition and value distribution process. We capture the learning needs for each stakeholder on the basis of available literature and validating this primary captured learning needs by interacting with sizable stakeholder in each class.We attempt to build a theoretical model of required learning hierarchy and visibility index on the basis of secondary and primary data. We analyze secondary data in the form of selected cooperatives' annual reports, financial reports and other literature. We will capture component of role played and required educational need of the concerned stakeholder using questionnaire specially designed for shareholders, directors, managers, producers, creditors and consumers. The study will use appropriate sampling technique and research tool to analyze data and interpret results thereof.Finding and suggestions of this study may be used to educate critical stakeholders of a cooperative to make it success and create visibility of the cooperative