Cotton's Renaissance: A Study in Market Innovation-George David

Cotton's RenaissanceA Study in Market Innovation\nAuthor(s): George David Smith, Timothy Curtis Jacobson\nFormat: Hardback\nPublisher: Cambridge University Press, United Kingdom\nImprint: Cambridge University Press\nISBN-13: 9780521808279, 978-0521808279\nSynopsis\nCotton'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 publicprivate 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 improv.