14 COOPERATIVE MARKETING 



constitute an adequate groimd structure for persistent and 

 effective industrial effort. In fact, at the present stage of 

 social evolution idealistic aspirations for an economic or- 

 ganization based on unalloyed altruism must come under 

 the hegemony of possibly more sordid but unquestionably 

 more powerful self-interest. Cooperative marketing can 

 be made to fulfil this condition, and in that fact lies its 

 inherent strength. 



