Permalink : http://hdl.handle.net/2115/33836

Although Japanese Agricultural Co-operatives (JA) used to be a dominant information channel for farmers, now farmers can acquire information through information resources other than JA. Some farmers, in particular, large famers in business scales tend to rely on non-JA resources such as advisory consultants or accountants since JA’s services cannot match their needs. To meet farmers’ needs of information, JA’s information advisory service needs to be more effective and competitive. However, there is little literature on the issue. This paper explored distinctive attributes of information advisory services by JA for fuller understanding. Two attributes were found out : comprehensiveness and specific information. These two attributes directly result from JA’s characteristics : comprehensive businesses and territoriality. In addition, it is noticeable that JA’s information advisory services can establish trust in relationship between members and staff through interactions in the service. Trust is seen as an important factor for successful management of co-operatives.