Cotton's Renaissance: A Study in Market Innovation (First Edition)

Timothy Curtis Jacobson & George David Smith (authors)

ISBN 10: 0521808278 / ISBN 13: 9780521808279

Published by Cambridge University Press, 2001

About this Item

A truly lovely First Edition copy! Mint condition in original hardcover (square, tight, unmarked) in a pristine jacekt -- crisp, bright, tight -- which has not been price-clipped. First edition; stated first printing. (364 pages.) "The impact of Cotton, Inc., on the markets for cotton was nothing less than an entrepreneurial coup in strategy and organization." Cotton Inc. established its world headquarters in Cary, NC, in the 1990s, after having a regional office near the N. C. State University campus in the 1970s. Ships from NC. All hardbacks are sealed in recycled plastic, packaged securely with protective wrapping, and shipped promptly with tracking. (A-1.).

Seller Inventory # ABE-1770229796776

Bibliographic Details

• Title: Cotton's Renaissance: A Study in Market Innovation (First Edition)
• Publisher: Cambridge University Press
• Publication Date: 2001
• Language: English
• ISBN 10: 0521808278
• ISBN 13: 9780521808279
• Binding: Hardcover
• Edition: 1st Edition
• Condition: As New
• Dust Jacket Condition: As New
• Seller catalogs:
  • North Carolina
  • Business & Money
  • Southeast & Southwest

About this title

Synopsis

Cotton's Renaissance is the story of one of the more remarkable feats in the annals of enterprise. At its center, the book shows how U.S. cotton growers lost half their market share in the 1960s and 1970s and then won it back through highly innovative marketing and organization. To place this unprecedented achievement in perspective, the authors analyze and interpret the responses of cotton growers over two hundred years to the timeless problems of nature, technology, markets, and politics. The upshot is a dramatic history of how growers learned--after more than a century and a half of trying to manage supply--how to drive and shape demand for their commodity. This key change in perspective and behavior was accomplished by the creation of a unique public-private company that helped thousands of growers to cultivate demand and to survive in an increasingly competitive global marketplace. The impact of Cotton Incorporated on the markets for cotton was nothing less than an entrepreneurial coup in strategy and organization. In its "total marketing" effort to rebuild cotton's market share, it fostered substantial scientific, technological, and managerial improvements in the quality and performance of cotton. In doing so, it has enhanced the efficiency not only of the farmers who grow cotton but also of the intermediaries who transform it into consumer goods. This account of the cotton industry's revival, which took place at every level of production and distribution, holds many important lessons for anyone interested in history, economics, marketing, or public policy.

Book Description

Cotton's Renaissance tells the remarkable story of how U.S. cotton growers struggled to grow, compete, and survive for more than two centuries through a series of challenges to their industry markets. It traces the rise of Cotton Incorporated, a unique public-private organization dedicated to marketing cotton, and tells the story of how commodity farmers, traditionally concerned with supply, learned to create and manage demand through entrepreneurial organization and innovative "total marketing."