Cotton's Renaissance

Cotton''s Renaissance is an analytical and interpretive history of the responses of US cotton growers to problems of supply and demand and of the unique publicprivate organization they founded to help them grow compete and survive in an increasingly competitive marketplace. It is a story of how cotton growers learned after more than a century and a half of trying to manage supply that they could actually influence demand for their commodity. The impact of that company Cotton Incorporated on the markets for cotton was a remarkable achievement in organizational entrepreneurship. In its ''total marketing'' effort to rebuild cotton''s market share it has fostered substantial scientific technological and managerial improvements in the quality and performance of cotton. In doing so it has enhanced the efficiency of not only the farmers who grow cotton but also those who transform it into consumer goods.