Affiliation:
1. Forschungsinstitut für Kooperationen und Genossenschaften , Wirtschaftsuniversität Wien , Welthandelsplatz 1, 1020 Wien , Österreich
Abstract
Abstract
Cooperative banks do not easily generate immediate economic benefit for their members through business relations with them. They try to create meta-economic members’ benefits and to accomplish their mission by acting socially responsible, mostly with regional aspects. The question arises, whether members view these efforts as a part of their benefit. In this article, we answer this question by using a marketing oriented argumentation and an analysis of a cooperative which presents itself as socially responsible.
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