Cooperative Societies with Offer of Organic Products and Their Presence in Social Media

In this work the form of cooperative is applied to the case of the olive oil sector. In this area, previous research shows that cooperatives have joined to use and to implement the new technologies (Fernandez et al., 2015),... [ view full abstract ]

In this work the form of cooperative is applied to the case of the olive oil sector. In this area, previous research shows that cooperatives have joined to use and to implement the new technologies (Fernandez et al., 2015), although inefficiently, observing deficiencies regarding the use and development of new technologies (Bernal and Mozas, 2008; Mozas et al, 2010; Medina et al, 2014). In that sense, Mozas y Bernal (2012) suggest that the entities of the social economy share many similarities with the Internet 2.0 and therefore with social networks. Moreover, Mozas et al. (2015) stress the importance of embracing the trade of organic products, in order to generate value in the agricultural system. This production system presents similar values to the social economy (Defourny and Monzón, 1992) and can be benefited by the idiosyncrasy and complexity of the cooperative form (Rivera, 2005; UGT, 2012). This dedication to these products is an added reason to be present on social networks.

In view of this, it has carried out an analysis on the organic olive oil enterprises in Southern Europe, examining and analysing its presence in major social networks, as well as an analysis of efficiency, using the DEA technique. The results reveal a delay in cooperative societies regarding the use of these social and technological tools. Also, differential is also observed in terms of efficiency, between cooperatives and other legal forms.