| Article ID: | iaor19992369 |
| Country: | Canada |
| Volume: | 36 |
| Issue: | 3 |
| Start Page Number: | 129 |
| End Page Number: | 141 |
| Publication Date: | Aug 1998 |
| Journal: | INFOR |
| Authors: | Agha Ali, Mukesh Bhargava |
| Keywords: | marketing, developing countries, public service, programming: mathematical, performance |
The dairy development program Operation Flood was instituted over three decades ago in India to set up non-profit cooperatives with the purpose of marketing rurally available milk in urban areas. The effectiveness of these cooperatives with respect to compliance with their mandate and marketing is relevant in light of the environmental and societal changes that have taken place in India over the past decade. In this paper, marketing performance of the cooperatives is examined using Data Envelopment Analysis.