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    June2010,Volume9,No.6(SerialNo.84)China-USABusinessReview,ISSN1537-1514,USA ;WebcontentanalysisofagriculturalcooperativeslocatedinTurkey

    ;MertUydac~,HalilibrahimAlpaslan,Ba~akDe~,erli

    ;([bcationalSchoolofSocialSciences,MarmaraUniversity,Istanbul34722,Turkey) ;Abstract:Aftertheappearanceoftheglobalizationprocesspostof1980’s,worldhasbecamingabIgvillage,

    ;thathadbeenbroughtmanyimportantoutcomesrelatedwithcooperativeswhichareaimedtoemitthecaptIto

    ;thebase.Theseconditionshavebeenforcedthemovementtoadoptthemselvestothisprocessvitally?Asofyear

    ;2007.thereare26severaltypesofcooperativeswith90.086unitcooperativeswhichhavetotal”umbeot

    ;8,561.618partnersthatarealldependenttoTurkishcooperativeassociationaswellasMinistryofIndustryand

    ;Commerce.Inthisstudy,thewebsitesofTurkishagriculturalcooperativeswereexaminedintermsottheir

    ;cOntents.Also,itistriedtofindoutthesufficiencyleveloftheirelectronicmarketingactivities?Withnthe ;contextofthisstudy,websitesof5agriculturalcooperativesareexaminedintermsoltheidegn’

    ;Keyw0rds:consumptioncooperatives;information;society;webcontent

    ;1.IntrOducti0n

    ;A2ricuIturalcooperativesaresignificantformsofbusinessenterprises.Anagriculturalcooperatvesan ;associationoflocalfarmerswhojointogethertoengageintheproductionofagriculturalproducts?

    arn1ers

    ;seekin2toorganizecooperativesusuallyexpectthebenefitsofeconomiesofscale?Manyfarmerswthcommon

    ;interestsmaVorganizethroughcooperativesinordertostrengthentheirmarketpower.Numerousfarmersmtne

    ;agricuItureindustryalsoaddvaluetotheirproductsthroughthemarketingeffortsofcooperatiVes?LocaItarn1ers

    ;pr0duceunprocessedagriculturalproducts,suchascotton,sunflower,wheatandetc?,andagricultura ;cOODerativesoftenprocess,sellandshiptheseproductsofthemembers.Thisstudyfocusesonthewebcontentof

    ;wellknownTurkishagriculturalcooperativesbasedondeterminedcriticalcriterias? ;2.Agriculturalcooperatives

    ;2.1Definitionagriculturalcooperatives

    ;.

    op,isacooperativeorganizat.onwheretarn1e;Anagriculturalcooperative,alsoknownasafarmers’co—

    rs

    ;Doo1theirresourcesincertainareasofactivity.AbroadtypologyofagriculturalcooperatVesd.stnguishes

    ;betweenagricuItura1servicecooperatives,whichprovidevariousservicestotheirindividuallyfarmingmembers,

    ;andagricuItura1productioncooperatives,whereproductionresources(1and,machinery)arepooledandmembers

    ;farmjointlv(Oksay,1979).Agriculturalproductioncooperativesarerelativelyrareintheworld,andknown

    ;MertUydacl,Ph.D.,associateprofessor,VocationalSchoo1ofSocialSciences,MarmaraUniversity;researchfields:green

    ;m廿’gbakenng,retai

    ;Illb

    ;nng’

    ;,

    ;arn1arauniversity;rcscfielacc.untingand

    ;rahimAlpaslanLectureVocationalSchoolofSocialSciencesMHai,,

    ;,arn1araunVey;reseaJc?c’.dLLuuln?若d1

    ;n

    ;p,

    ;MamaraUniversity;researchfields:informatics,akD~erliresearchassociateVocationalSchoolofSocialSciencesBase,,

    ;,amaa’

    ;statistics,informationtechnology.

    ;38

    ;Webcontentanalysisofagriculturalcooperativeslo

    ;catedin

    ;Turkey

    ;examplesarelimitedtocollectivefarmsinformersocialistcountriesandthekibbutziminIsrae1.Worker ;cooperativesprovideanexampleofproductioncooperativesoutsideagriculture(Leed&German,1973).

    ;2.2Functionsofagriculturalcooperatives

    ;Cooperativesareplayinganincreasinglyimportantroleworldwideinfacilitatingjobcreation,economic

    ;growthandsocialdevelopment.Rangingfromsmallscaletomultimilliondollarbusinessesacrosst

    heglobe,

    ;cooperativesareestimatedtoemploymorethan1O0millionwomenandmen,andhavemorethan800million

    ;individualmembers(Giirsan,1963).Cooperativesmainlyoperateinagriculturalmarketingandsupply,finance,

    ;wholesaleandretailing,healthcare,housingandinsurance.However,theyarenowventuringintonewfieldsof

    ;activity,suchasinformationandcommunicationtechnology,tourismandculturalindustries(Ozqelik,1989).

    ;Cooperativesareautonomous,freelyincorporatedcorporatebodies,withvariablecapitalandcomposition.

    ;Thesenonprofit.makingcooperatives,bymeansofcooperationandmutualaidbytheirmembers,andi

n

    ;compliancewiththeprinciplesofcooperation,aimtomeettheirmembers’economic,socialorculturalneedsand

    ;aspirations(Assael,1981).Inseekingfortheirobjectives,cooperativesmayperformoperationswiththirdparties,

    ;withoutprejudicetoanylimitsstipulatedbythelawspertainingtoeachbranch.Largeagriculturalcooperations

    ;usuallyconsistofmemberswhoareful1.timefarmers,andcannotdevotetimetorunningthedailyactivitiesof

    ;theircooperative.Theday.todaybusinessactivitiesofthecooperativeisthereforerunbyafull-timegeneral

    ;managerwhooverseesthedutiesofvariousmanagers,andwhointheirturnmanageandoverseethedutiesof

    ;clerks,bookkeepers,storemen,mechanics,harvestevaluators,fertilizerexperts,pesticideexpertsandmanagers

    ;ofgrainsilos.

    ;Agriculturalcooperativesprovidemanyadvantageousfunctionstotheirmembers.Theyareshownasfollows

    ;(Demirci,1984):

    ;?Toencouragethriftandsavingsmobilizationamongthemembers;

    ;?TOgeneratefundsandextendcredittothemembersforproductiveandprovidentpurposes; ;?TOencourageamongmemberssystematicproductionandmarketing;

    ;?Todevelopexpertiseandskillsamongitsmembers;

    ;?Toacquirelandsandprovidehousingbenefitsforthemembers;

    ;?Toinsureagainstlossesofthemembers;

    ;?Topromoteandadvancetheeconomic,socialandeducationalstateofthemembers;

    ;?Toestablish,own,leaseoroperatecooperativebanks,cooperativewholesaleandretailcomplexes,insurance

    ;andagricultural/industrialprocessingenterprises,andpublicmarkets;

    ;?Tocoordinateandfacilitatetheactivitiesofcooperatives.

    ;2.3Turkishagriculturalcooperatives

    ;WecansaythatTurkeyisanagrariansocietybecausethattherearemanyagriculturalcooperatives. ;AgriculturalcooperativesinTurkeyhascolonialorigins(Gtirsan,1963).Theywerecommonlyformedby

    ;governmentstopursueobjectivesrelatedtoagriculturalpolicy.Emphasiswasoftenplacedonexportcropsthat

    ;wereasourceoftaxrevenue,oronachievementofself-sufficiencyincertainfoodproducts,suchasbasicgrains,

    ;sugaranddairyproducts.Controlofmarketingandprocessingbyasinglebuyerwaspartofthistradition(Oz~elik,

    ;1988).Cooperativesalsobecamecentresofpoliticalpowerasindependenceapproached,withtheendofcolonial

    ;ruleandpopulartargetsofforeignassistancefornationbuilding.Top-downgovernmentordonorfund

    ing

    ;financedmanyoftheiractivitiesinthefirstthreedecadesfollowingindependence. ;39

    ;

    ;,ebcontentanalysisofagriculturalcooperativeslocatedinTurkey

    ;3.Webcontentanalysisofagriculturalcooperatives

    ;Internalandexternalinformationandcommunicationprocessesatenterprisesacrossalmosteveryindustry

    ;sectorhavebeenincreasinglysupportedbyelectronicinformationtechnologies.Thefundamentaladvantagesof

    ;suchtechnologiesinsurethatthistrendwillcontinueinthefuture.Theconstantdevelopmentoftechnologyinthe

    ;accompanyingneteconomyhashadasignificantinfluenceonvariouspossibilitiesfordevelopinginnovative

    ;businessconceptsbasedonelectronicinformationandcommunicationnetworks.

    ;Withapresenceontheinternet,companiesgainaccesstopreviouslyunreachablelocal, ;regionaland

    ;internationalmarkets,existingandpotentialcustomerscanaccessthesitefromtheofficeorathomeontheirown

    ;schedulewithoutassistancefromtheseller.Provideinformationtothepublicabouttheorganization’sproducts

    ;andservices,allowvisitorstobrowseamuseum,orguideusersthroughapresentation.Whetherforgatheringor

    ;distributinginformation,awebpresenceisagreatplacetoengageandshareinformationwithaudiences. ;Establishapro?activecustomerserviceorientedimageofacompanybyprovidingusefulinformationtothe

    ;customersonline,suchastechnicalpublications,examplesofproductuse,instructionsandothervalueaddedbits

    ;ofinformation.Italsoestablishescompanyastechnologicallysavvyintheforefrontofcommunicationstoday.On

    ;theotherhand,itmakeseasyforcustomerstorequestspecificinformationfromcompany,placeapurchaseorder

    ;orsendane-mailwithuserrequestforms.Companysitecanalsogathervaluablecustomerinformationwith

    ;customerreplysurveys.Itallowsvisitorseasyaccesstoinformationinyoursitebyutilizingasearchenginethat

    ;cansearchthepageswithinasiteoraspecificrelationaldatabase.Italsoutilizesthecompany’sexisting

    ;communication,marketingandoutreachstrategiesontheinternettoestablishaconsistentcommunications

    ;approach.Integratingcurrentorexistingmarketingassetslikelogosandcustomerartwork,canhelpsaveonweb

    ;developmentcosts(Yalgm,2007).

    ;Inthisstudy,withjudicialsamplingmethod,websitesofTurkishagriculturalcooperativesareexaminedand

    ;compared,theyareasfollows:http://www.tarimkredi.org.tr/,http://www.bademlikoop.org.tr/,http://

www.

    ;demircilikoop.org/,http://www.karacakoop.corn/andhttp://erdemlitarimkredi.tr.cx/.Inthisprocess,

    byusing

    ;Yahoo,Msn,Googlesearches,thesefivecooperativeswereselectedbasedonOutlookfrequencies.Obta

    ined

    ;resultswereexaminedbydoingjudicialsampling.Injudicialsampling,samplesthatcanrepresentpopul

    ationare

    ;determinedaccordingtotheresearcher’sownjudgment.Sothesampleisconstitutedunderthejudgmentwhether

    ;itcanrepresentpopulationornot(Gegez,2007) ;Examinationisdonebasedonthebasicfunctionsofagriculturalcooperatives.Thesefunctionsare

    ;cathegorizedinto2groupswhichareshowninTable1 ;40

    ;Table1Comparisionofwebsites

    ;CriteriasPropertiestarimkredibademlikoopdemircilikoopkaracakooperdemlitarimkredi

    ;Structureofthecooperative

    ;History+++++

    ;Vision+++

    ;BasicMission++

    ;functionsOrganisationalffstructure+ ;Management

    ;Numberofmembers+++

    ;News+

    ;(tobecontinued)

    ;WebcontentanalysisofagriculturalcooperativeslocatedinTurkey

    ;Salemethod

    ;Intemetselling

    ;Telephoneselling

    ;Servicesprovidedbyinternet

    ;Languageoptions

    ;Turkish++++

    ;English

    ;Others

    ;Security

    ;Linkstootherwebsites++

    ;Announcements+

    ;Communication

    ;Telephone++++

    ;E.mail++J-++

    ;Address+++++

    ;Conveniencevalues

    ;Pressarchives+

    ;Photograph+++

    ;Music

;Campaign

    ;Informaition

    ;Products++++

    ;Legalframework

    ;Giivenlikileilgilibilgiler ;Paymentprocedures

    ;Tranportation

    ;Customerservices+++++ ;Members

    ;website

    ;ValueAdditionalservices ;providedtoS

    ;urveymember/

    ;customerSponsorship

    ;Projects+

    ;Logo+++

    ;Film

    ;Airreport++

    ;Time++

    ;Date++

    ;Generalnews++

    ;Membercommunication

    ;Telephone+++++

    ;E.mail+++上上

    ;Onlinecommunication

    ;Questionsandanswers

    ;Vocalcommunication

    ;Visiblecommunication

    ;Notes:”+’’Meansthatcooperativewebsiteincludesthatfunction;”-”Meansthatcooperativewebsitedo

    esnotincludethat

    ;function.

    ;41

    ;WebcontentanalysisofagriculturalcooperativeslocatedinTurkey

    ;4.Reccommendations

    ;Cooperativescanplayasignificantroleoneconomicdevelopment,especiallyinruralareaswhereabsen

    ceof

    ;largespendingpowerdoesnotattractiveprivateinvestmenttoharnesslocalskillsandresourcesthatcoul

    duplift

    ;thelocaleconomylivingstandards,besidesexportingproducetodistantcustomerlocationsincities.Coo

    peratives

    ;offarmersenableconsolidationoffragmentedland,investmentinmechanizationandirrigation,betterb

    argaining

    ;powertobuyseedsandfertiliserscheaply,arrangeforpropercommonstorageandgreaterbargainingpo

    werin

    ;sellingfarmproducetotradersasalsomakebankscomfortableinprovidingagriculturalcredit,therebyimproving

    ;theproductivityofagricultureandimprovingtheincomesoffarmermembersofthecooperatives. ;Whileagriculturalcooperativesestablishtheirwebsites,theyshouldtakecareofallimportantcriteriasthat

    ;willprovidebenefitstomembers,managementandtotherstakeholders.Thisisnecessaryintodaysglobal

    ;environmentinordertosurvive.

    ;Theinternetofferscooperativesasinexpensive,yeteffectivewaytoreachnewmembersandstakeholders.

    ;Theyarenotonlyabletoreachnewmembers,butalsoabletointeractwiththem.Bydoingthis,theyareableto

    ;betterunderstandtheneeds,wantsoftheirmembers.

    ;Asitswellknowninformationisthemostimportantrawmaterialfortodaysbusinesses.internetprovidesthe

    ;cheappestandfastestinformationtopeople.EspeciallyinTmkey,cooperativeshavenegativeimageonpeople’s

    ;mind.Byusinginterneteffectively,thisimagecanbedestroyed.Websitesofagriculturalcooperativesshould

    ;arrangebyusingtheallfacilitiesofinformationtechnologies.

    ;References:

    ;Assael,H..(1981).Consumerbehaviorandmarketingaction(2nde.Boston:KentPublishingCompany,585.

    ;Demirci,R..(1984).Taketimkooperatifiiizerinedii:iiincer.Karmca,Temmuz…5

    ;Gegez,A.E..(2007).Pazarlamaara~mrmalam.(1kinciBask0Istanbul,BetaBasimA.S.,249-250. ;G~irsan,I..(1963).Tiirkiye’deTartmSatt~KooperatifleriveBirlikleri.Y~zOncfiYfldaTartmKooperatiili~imiz,T.C.ZiraatBankasl

    ;KooperatiflerM0d0rlti~tiYaylnlanNo.16,Ankara,67.

    ;Leed,T.,&German,GA..(1973).Foodmerchandising.(1stP.NewYork:ChainStoreAgeBoks,8. ;Oksay,K..(1979).Bayiikma~,azacthkvet~ketimkooperatf,f.T.K.YaylnlanNo:4lAnkara,48.

    ;0zqelik,A..(1988).T~iketicininkorunmaslndatemelqOzamtiiketimkooperatifleri.KooperatiilikDergisi,Ocak?Subat-Mart,23.

    ;Ozqelik,A..(1989).T0rkiye’desendikalfaaliyetleriqindekit0ketimk0operat

    erinindurumuvegeli~meimkanlan.T.K.KYaymlan

    ;No.73.Ankara,31.

    ;Yalqm,B..(2007).Elektronikgiri~imciliktekullantlanwebteknolojilerivebili~;imsistemiolarakperakendesatl~sistemlerinin

    ;incelenmesi.MarmaraOniversitesiSosyalBilimlerEnstit0s0,iletisimBilimleriAnabilimDah,Bili@mBilimDah,YOksek

    ;Lisans1,ezi.istanbu1.34.38.

    ;42

    ;(EditedbyRubyandChris)

    ;

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