SMALLHOLDER AGRICULTURE COOPERATIVES’ PERFORMANCE: WHAT IS IN THE MINDS OF MANAGEMENT?

Cooperatives’ unique characteristics can lead to different ways of understanding performance. This study aims to comprehend the concept of performance within the smallholder cooperative setting and according to the pragmatic understanding of top management. This study employs a qualitative research design that involves structured interviews with representatives of each studied cooperative’s board. Six informants were selected through a purposive sampling method. The findings indicate that the definition of performance revolves around the dimensions of efficiency (i.e. doing things right) and effectiveness (i.e. doing the right things). This operationalisation of the dimensions fits with the identity of cooperatives. Smallholders’ cooperative performance is summarised as the ability to conduct the process of basic management tasks in an efficient and effective manner as well as conform to the expectations of its members. The originality of this study lies in its attempt to investigate the concept of performance using the pragmatic understanding of top management in line with the mental model. The findings add value to the current literature on organisational performance (OP), offering fresh insights derived from a practical point of view that take into consideration the nature of cooperative entities.