The member wears four hats: a member identification framework for co-operative enterprises

Co-operative and mutual enterprises (CMEs) are organisations in which buyers or suppliers are also the owners, shareholders and members of a community of purpose. Member heterogeneity and commitment have been reported in the literature, but the drivers of member commitment remain poorly understood. This paper proposes that members identify with their CME as patrons, investors, owners, and community members; wearing "Four Hats" (4Hs). A case study analysis of three Australian producer co-operatives examined directors and managers perceptions of factors influencing members' commitment and delivery of a member value proposition. The 4Hs emerge as stable patterns and the cross-case analysis illustrates their strategic importance and link to member value proposition.