Problems of Goal Alignment for German Wine Cooperatives

Co-operatives can be understood as a particular kind of networks consisting of individual firms (members) forming a formal network institution (co-operative) being by itself an own enterprise. Thus, the members have goals which they want to achieve by joining the network (co-op) and the co-op as an enterprise has its own goals. Out of this problem setting, we derive the aim of our paper which is twofold. First, we want to introduce and transfer our model of network success on co-operatives. Second, we want to elaborate managerial implications in general and by providing some insights on German wine co-operatives by presenting some expert interviews as well as some empirical results.