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Marketing Strategies and Financial Performance of Cooperatives: A Narrative Literature Review Focused on Sablayan, Occidental Mindoro

Alberlyn Jo Mary L. Alegre

Discipline: Marketing

 

Abstract:

This research as a narrative literature review focus on exploring the marketing strategies and financial performance of cooperatives by concentrating on the multipurpose cooperatives in Sablayan, Occi-dental Mindoro, which stands out as the most prevalent type of coop-erative in the municipality. Through an analysis, 42 relevant and re-lated studies both empirical and conceptual that were published within the period of 2015-2025 are explored and examined. The liter-atures and articles were carefully selected through a dual independ-ent screening. A PRISMA flow diagram was used to strengthen trans-parency in the selection of studies to be included in the review. More-over, the results found that marketing innovations, strong govern-ance, technology adoption and implementation, and organizational support mold good cooperative financial performance. Also, the find-ings indicate the significance of marketing strategies such as product innovation, traditional approaches, and digital marketing in coopera-tives good financial status. While it is recommended that continued capacity building programs shall be done for ensuring financial stabil-ity. This research offers practical lessons for cooperative leaders and policymakers, while also encouraging further empirical studies to bet-ter understand the relationship and to promote the use of digital mar-keting in rural cooperatives like in the province of Occidental Min-doro.