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Cotton's Renaissance

Cotton's Renaissance
A Study in Market Innovation

£42.00

  • Date Published: November 2001
  • availability: Available
  • format: Hardback
  • isbn: 9780521808279

£ 42.00
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  • Cotton's Renaissance is an analytical and interpretive history of the responses of US cotton growers to problems of supply and demand, and of the unique public–private organization they founded to help them grow, compete, and survive in an increasingly competitive marketplace. It is a story of how cotton growers learned, after more than a century and a half of trying to manage supply, that they could actually influence demand for their commodity. The impact of that company, Cotton Incorporated, on the markets for cotton was a remarkable achievement in organizational entrepreneurship. In its 'total marketing' effort to rebuild cotton's market share, it has fostered substantial scientific, technological, and managerial improvements in the quality and performance of cotton. In doing so, it has enhanced the efficiency of not only the farmers who grow cotton, but also those who transform it into consumer goods.

    • The story of the modern American cotton industry
    • Outlines attitudes toward consumption, and shows how research and advertising can build demand and expand markets
    • The story of the entrepreneurial innovation, Cotton Incorporated, which transformed an agricultural commodity into a highly desirable brand
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    Reviews & endorsements

    Review of the hardback: 'This is an insightful case study about how a collective marketing and research organisation took on the chemical and synthetic corporate giants … this story offers convincing evidence in its own right that technical investment can promote the survival of cotton industries in advanced countries.' Business History

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    Product details

    • Date Published: November 2001
    • format: Hardback
    • isbn: 9780521808279
    • length: 364 pages
    • dimensions: 230 x 160 x 30 mm
    • weight: 0.68kg
    • availability: Available
  • Table of Contents

    Preface
    Introduction: why grow cotton, anyway? Culture and economy
    Part I. Managing Supply:
    1. 'The snow of southern summers': King Cotton and his markets in the age of industrial revolution
    2. Nature and know-how: organization and technology in the Postbellum era
    3. Acts of God and Government: the search for political solutions
    Part II. Approaching the Market:
    4. Synthetic shock: competition's alarm
    5. Creating Cotton Incorporated
    Part III. Managing the Market:
    6. Creating consumption
    7. Managing the mill: the necessary illusion of control
    8. Competitive markets in a global economy
    Afterword: trends and cycles.

  • Authors

    George David Smith, Stern School of Business, New York

    Timothy Curtis Jacobson, The Winthrop Group, Inc.

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