Marketing Management Strategies in Credit Cooperatives in Brazil

Managing a cooperative can be characterized by established relations and its directions in order to satisfy the cooperates in short and long terms. The main goal of this paper involves the investigation and adherence to strategic management tenants and the cooperativist culture in credit cooperatives in Minas Gerais State, Brazil. The article observes the cooperativism philosophical bases, according to theoretical aspects of several authors. The methodology follows administration methods: it employs differentiated static analyses with the aid of conjoint analysis. Therefore, a statistic descriptive study (survey) was developed and questionnaires were elaborated and applied as interviews with CEOs of credit cooperatives in the state of Minas Gerais. The main results of the research and the discussion on the main pointers were correlated with the theoretical basis in order to solve doubts and to present perspectives. The correlations were important to reveal solutions and to describe new aspects that enrich the knowledge on the subject. At the end, the paper summarizes its contribution based on the results of the research. It also presents the main perspectives and recommendations that instigate further discussion and research on management and governance in cooperatives.