Abstract

This study maps strategies adopted by a fishermen's marketing cooperative to sustain and grow across its life cycle stages. It employs an exploratory case study aligned with Cook and Burress's (2009) lifecycle framework, using in-depth interviews, documents, observations, and informal discussions as data sources. Findings show that each phase presents distinct challenges that can be addressed through timely, stage-appropriate strategic choices. The study highlights the importance of a robust financial foundation and complementary activities, such as retailing and banking, providing a practical framework for cooperative leaders—especially in developing countries to prevent stagnation and foster long-term success.