Cooperative businesses have a wider range of objectives than investor-owned firms from which to legitimately choose, some of which
include difficult-to-quantify member-centered goals. This paper reviews a technique adoped in the measurement of stakeholders' aspirations
and perceived performance for ten agricultural cooperatives and farmer controlled businesses. Findings indicate that cooperative stakeholders
embrace a range of member- and corporate-centered aspirations, although the various stakeholding groups may prioritize these alternative
goals differently. Importantly, an examination of the relationship between member- and corporate-centered performance levels indicates
that the achievement of one is not necessarily at the expense of the other.