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    Common meritocracy in co-operatives: Overview of the key domains of 

    expertise(Early draft of preliminary results of pilot study)

    Ryszard Stocki1

    1 University of Mondragon, MI, !oop" #$ati  S%&S ' University of Social Sciences and umanities, aculty in ato*ice, &oland

    Abstract

    &aper for +opic +, S+-.E /, 0evel 1 ' Micro" +e paper so*s necessary perspectives in!o2operative Education, +raining and capacity 3uilding" +ere is no real participation *itoutresponsi4ility" +ere is no responsi4ility *itout efficacy" +ere is no efficacy *itout

    e5pertise" +is means tat any democratic *orkplaces, and especially co2operatives, souldend up as common meritocratic institutions" %en *e look at *at participative companieslook like (Stocki, et al" 67168 0alou5, 671/) *e see tey are noting 4ut commonmeritocracies (Stocki, 671/)" +e pro4lem is tat many a time te creators of suc companiesare often not a*are of *at tey really do" -s many e5perts, tey are not a*are of *at teir e5pertise is a4out" If *e *ant to make suc companies more popular *e ave to go 4eyondcarismatic leaders and create management scools teacing o* to create commonmeritocracy systems" In my researc, I am trying to investigate nine key fields of e5pertisetat pertain suc systems and t*o aspects tat ave to 4e taken into account *ile creating

     personal and organizational development plans" or te 4eginning, I offer a diagnosis of televel of e5pertise people ave on eac level, in order to find out o* far tey are from te

    ideal" I propose to diagnose te follo*ing domains91" -gency:!ontrol8 6" E5pertise in personal development8 ;" 0istening skill as a measure of interpersonal e5pertise8 / Implicit !o2operative Management no*ledge8 " 3usinessliteracy8

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    Common meritocracy in co-operatives: Overview of the key domains of expertise

    1. Introduction

    1"1 0ifestyle and its antecedents

    %it te epidemiological data accumulated in te areas of marketing, medicine, criminology,etnograpy, tere is no dou4t tat te key component of our future is te topic of  lifestyle" If only do *e agree *it te fact tat lifestyle is responsi4le for >7A of illnesses no*adays, inte US- alone *ere ealt care e5penditures are around ; trillion dollars (or4es, 671

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    'igure 1. (omains of expertise for the meritocratic mode! of co-operative !ifesty!e.

    Source: The author's design

    1"6" %y sould meritocracy 4e 4ased on e5pertiseG

    +ere is likely no more destructive myt in uman istory tan tat of te Bno4le savageC ' te innocent 4eing uncorrupted 4y Hcivilizing influences" In fact, te persistence of tismyt as pro4a4ly contri4uted more to te destruction of cultures and civilizations tanovertly violent acts like te 4urning of li4raries" +e myt of te no4le savage is *orse as itdiscourages people from using li4raries in te first place" It encourages people to 4elieve tat

     passively follo*ing your instincts and not developing te potential of agency is te 4est *ayto go"

    +o 4elieve in te no4le savage in co2operatives is to 4elieve tat mem4ers need minimumkno*ledge or guidance in order to participate in governance of te co2op and sensi4ly vote at.-s" +e myt is visi4le in general education tat slo*ly a4andons saping of studentscaracters" Similarly co2operatives rarely discuss te difficulty to meet te demands of !o2operative @alues and &rinciples" Je* co2op mem4ers are not adeFuately taugt o* to a4ide

     4y values suc as democracy, eFuality, solidarity, onesty, openness, and caring for oters"+is educational gap is particularly *orrisome for co2operatives *o are, 4y definition,

     person2oriented and e5pect teir mem4ers to live 4y tese values" I 4elieve tat, *it access tote appropriate tools, personal gro*t in all te domains *e enumerated in section 1"1 can 4edeveloped in te same *ay as any oter kno*ledge or skill" or tis purpose, *e need

    deli4erate practice"

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    More recently, te #E! proposed te follo*ing definition9 K0iteracy is using printedand *ritten information to function in society, to acieve ones goals and to develop oneskno*ledge and potential"K +is definition served as a 4asis to create te International -dult0iteracy Survey (I-0S)" It *as measured 4y tasks from te domains of ome and amily,ealt and Safety, !ommunity and !itizensip, !onsumer Economics, %ork, 0eisure, andRecreation" +o 4e considered literate, te respondents ad to demonstrate teir understandingof a variety of te5ts deemed essential for functioning in society (e"g", consumer 

    Fuestionnaires, food and medicine la4els, *ork procedures, etc")" +e first survey *asdeployed in 6777 in 16 countries" It so*ed tat only a4out 67A of te population of te 16most developed countries reaced te igest (fift) level of literacy, allo*ing tem tounderstand, for e5ample, a comple5 consumer satisfaction report" -fter tis first deployment,te survey *as updated and 4ecame K#E! Skills #utlookK L and te survey is no*regularly deployed in 6/ countries" +e conclusions of te most recent 671; report areinteresting for co2operatives" BIn all countries, individuals *it lo*er proficiency in literacyare more likely tan tose *it 4etter literacy skills to report poor ealt, to 4elieve tat teyave little impact on political processes, and not to participate in associative or volunteer activities" In most countries, tey are also less likely to trust oters (#E!, 671;)"C

    In studying deli4erate practice, psycologists investigated practitioners of many

    disciplines9 musicians, sportspersons, soft*are engineers, cess players, etc" +ey comparedamateurs *o performed only on te 4asis of teir e5perience or infreFuent and unorganizedtraining to tose *o *ere e5ceptionally successful in teir domains" +ey found tat all real

     professional e5pertise reFuires deli4erate practice on a regular 4asis" %ile te deli4erate practice differs depending on te domain, it usually comprises9 (1) slo*, seFuential progress 4ased on acFuiring elementary skills 4efore te more comple5 are learned8 (6) enoug timefor daily practice8 (;) guidance of coaces and teacers *o propose more and morecallenging tasks8 (/) first feed4ack from e5perts and peers, ten te a4ility to self2monitor8() Fuestioning oneDs o*n kno*ledge and skill 4y constantly confronting oneself *it ne*advances in te domain1" 

    1";" E5pertise is domain specific

    In psycology, tere are various teories relating to te conceptual frame*orks tat people use to understand and organize te *orld around tem" +ese teories look at o* people use frames of reference to try to represent te very complicated realities *e deal *itevery day" or e5ample, in te case of a natural concept suc as BruitC, *e conure up teimage of an apple, as a representative of tis large domain of tings kno*n as fruit" %e do not

     picture all te different fruit *e kno* to e5ist on tis planet at once" 3ut interestingly tisdoes not apply to oter domains" +ere is no typical KfeelingK or typical KmovementK" +estructure of eac core domain is different" %e ave to practice tem separately and acFuire tekno*ledge in a different *ay"

    %en it comes to conceptualizing te domain of our social life ' researcers ave foundtat our frame of reference is more comple5" Social life is a BsecondaryC domain made up of aset of BcoreC domains suc as attacment, po*er, coalition and reciprocity (3ugental, 6777)"3ut surprisingly, *en it comes to te secondary domain of 4usiness ' even toug it is avery significant part of modern life ' very fe* studies ave 4een done in cognitive nature ofte 4usiness domains"

    1   Erickson, " -" (677

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    Indeed, many disciplines suc as 4usiness, economics or even medicine tend todeumanize teir customers, *orkers or suppliers" +is may 4e related to te core domain of

     po*er" %en managers use te conceptual frame*ork of Buman resourcesC tey tend toclassify individuals in terms of a4stract concepts like BproductivityC and Bsales num4ersC"+ey do not see teir *orkers as individuals *it feelings, *o may e5perience good daysand 4ad days due to factors in teir personal lives" Suc deumanization is easy to 4e done atte top e5ecutive level, *ere te top e5ecutives do not see tose *o are affected 4y teirdecisions" - sop floor manager *ill usually ave to see te uman 4eings, oter*ise may 4etotally ineffective" It means, o*ever, tat many conventional companies ave an inerentconflict of conceptual frame*orks tey refer to" !o2operatives 4y definition assume values*ic are inerently uman" +ey *ere created not to 4ring profit 4ut to meet different

    uman needs, including economic needs" %e sould differentiate 4et*een organizations*ic are co2operatives 4y teir nature, and tose *ic are co2operatives only 4y teir legalstructure" I daresay tat if *e are to avoid te deumanization of co2operatives, *e ave tokno* *at co2operative frames of reference or conceptual domains of e5pertise are" +eframe*ork of domains is te first set tat could 4e tested for its utility in co2operativedevelopment and education" In te ne5t nine su4capters I am going to e5plain eac of tedomains in more detail"

    1"/" -gency

    +e Fuestion of agency is so important 4ecause it allo*s us to ans*er te Fuestion a4out te

    meaning of our life" eterminism makes us ust a means of 4iological forces ' Bcarriers ofgenesC" -uto2determinism allo*s us to make coices" ree *ill appears *en Bour natureC orour intentions are against acting in a given *ay" &ilip Nim4ardo conducted one of te mostspectacular e5periments so*ing o* people are determined 4y social roles tey played in ise5perimentally created prison at Stanfort University" Randomly selected into groups of

     prisoners and guards tey 4ecame very aggressive" +e guards *ere umiliating te prisoners,*ile te researcer tougt e ad finally discovered uman nature" Many years after teStanford e5periment 4ecame te rudiment of psycological studies, Nim4ardo admitted tate ad stopped te e5periment 4ecause is ten fiancOe, !ristine Maslac, in an act of

     personal courage and free *ill, treatened se *ould not ave married im if e ad notstopped te e5periment" It is interesting tat a scolar *o spent all is life on te analysis of

    evil determination in man, no* is conducting researc on te free acts of eroism (more at9ttp9::eroicimagination"org:)" #ne of te many definitions of courage, and one tat I like temost, is to 4eave differently from all te oters" In organizational conte5t it may 4e called*istle4lo*ing" In acts of *istle4lo*ing, individuals or minority groups indicate tat someuman value is 4eing 4roken" In te same *ay, Maslac intervened *en se sa* umandignity 4eing compromised for te sake of a scientific e5periment" So free *ill may mean torisk losing someting in order to protect te iger values" It is a defining feature of a uman

     4eing, or 4etter of a person" It differentiates us from animals" It is also an indispensa4le precondition of responsi4ility" %itout free *ill tere *ould 4e no legal responsi4ility, nocourts, no udges, no attorneys, no sentences, no prisons" It *ould 4e an interesting topic of afiction 4ook to descri4e te *orld *itout free *ill" #f course tiredness, alcool, drugs,

    immaturity of te frontal lo4e of te 4rain and many oter conditions *eaken our free *ill" It

    http://heroicimagination.org/http://heroicimagination.org/

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    sould 4e noted ere tat people *o follo* teir instincts are more predicta4le and moreeasily manipulated" +e deterministic ideology igly enances marketing efforts andresearc"

    1"" &ersonal development

    +is researc gives us ope tat te myt of te no4le savage *ill not overtake us" #ur

    society can come to appreciate tat *e must treat personal gro*t as a field *orty of 4otdetailed study and udicious application, eFual in importance to medicine or pysics" %e aveto put in careful and conscious *ork in order to develop appropriate e5pertise in personalgro*t and *e need to develop metods to measure our success" ortunately for us, alltrougout uman istory people ave 4een intuitively a*are of te importance of focussedand self2controlled practice in te pursuit of personal gro*t, so *e do not ave to start fromscratc" Every religion as its spiritual gro*t model, and many pilosopers and

     psycologists ave proposed models for personal development as *ell" -s suc, ourcallenge, *it MyInde5, *ill 4e to select a model tat 4est suits our goals, rater tan tocreate a ne* one" Many spiritual gro*t models are in*ard2looking, guiding te practitionerto*ards te ultimate goal of self2actualization" -s co2operators, *e care not only a4out our

    good life, 4ut also a4out te good of oters" +us, all te self2realization or self2actualizationmodels do not Fuite fit te values of caring for oters, solidarity, and social responsi4ility"

    1"

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    generating and analyzing concept maps" +e content of te maps *as analyzed to yield a setof management temes most common among te e5perts" In Study 6, on te 4asis of tetemes 67 co2operative case studies *ere developed to form a +acit no*ledge Inventory for !ooperators" %e sent te inventory to 17 successful managers in te co2operativemanagement" +eir ans*ers *ill form te key to te Survey" +is practical tool is meant totest tacit kno*ledge of co2operators, especially co2op managers" #n te 4asis of te resultso4tained from cooperators, an e5ploratory analysis is planned to reveal te implicit structureof co2operative management kno*ledge"

    1">" 3usiness 0iteracy

    !o2operatives are 4usiness organizations and 4usiness organizations ave to analyze teirsituation precisely, set appropriate goals, and monitor teir attainment *ile engaging allemployees in te process" +e condition of te co2operative, its *eak and strong points as*ell as marketplace callenges, must 4e analyzed on an ongoing 4asis so tat any pro4lems or deviation from te plan are noticed as soon as possi4le and appropriate measures are taken 4ymem4ers and employees, *itin te scope of teir responsi4ilities and competencies" o*

     4est is it to set goals and ten monitor teir attainmentG +e solution is to understand andmake use of critical num4ers ' tis capter *ill treat teir Fualities, function, selection

     process, and implementation"Sa* and %e4er 6  point out tat tose *o ave not reaced a minimum managerial literacylevel may not understand te conversations conducted 4y teir 4usiness partners"

    Unfortunately, Sa* and %e4erDs list of te 1/77 must2kno* terms for managerial literacy is6 years old" It sould certainly 4e supplemented and updated if it is to 4e of any use" Idecided to create a test of 4usiness literacy 4ased on K+e = measures every manager needsto kno*K" -ll you ave to do is click *eter you kno* a term or not" I also compiled a list of elementary economic terms tat sould 4e kno*n to anyone *o *ants to understand teteir *orld"

    1"?" Economic 0iteracy

    3ut I 4elieve tere is one solution, toug unfortunately not an easy one" Starting *itte story of my daugter and finising *it *orld conflicts, in most of te situations tat

    cause our pro4lems and result in victims, tere is one reason9 our ignorance" If *e understandte *orld and its comple5ities *e, as societies, can make 4etter coices and 4uild a 4etter *orld" %y do I 4elieve tisG 3ecause te economic istory of nations teaces us tat umandevelopment is strictly related to kno*ledge" - &olis economist, Eugeniusz *iatko*ski,formulated te follo*ing la*9

    The structure of the economic mechanisms is complex (.... !olitical and economic

    de"elopment and progress is a #uantitati"e function of understanding of the

    mechanisms. $t is e#ui"alent to the relationship bet%een the number of people %ho

    understand the assumptions& goals and methods& often distant in their conse#uences

    6

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    and the number of people %ho are dri"en by ad hoc or thoughtless reflexes in a gi"en

     society (p" ?)

    *iatko*ski as demonstrated te functioning of te la* in our entire economicistory starting from antiFuity up to te present times" +e pro4lem is tat te comple5ities sofar are incompara4le to te comple5ities of today" #ur private life so far (until ca 177 yearsago) *as 4ased on te concept of *isdom, *ic in turn *as 4ased on e5perience andkno*ledge" Many of te *ise people of te past like !opernicus, 0eonardo da @inci, -damSmit *ere a4le to 4e e5perts in many disciplines at te same time" o*ever, *it te ne*advances in science and tecnology (especially electronics, information tecnology and

     4iotecnology) tere is no place for interdisciplinarity and lengty accumulation ofe5perience" -s a result, te general pu4lic consists of te ignorant *o yield teir destiny tonarro* specialists and are rater easily manipulated, mainly troug appropriate selection ore5posure, 4y tose *o *ant to sell more of teir products and services"

    1"17" 0ifestyle e5pertise

    +e Fuestion is o* do *e kno* *eter our lifestyle and accordingly food andenvironment are 4elo* te norm" I propose to use te metodology used 4y occupationalmedicine to evaluate te risk associated *it a given place of life or *ork" - simple eFuationis used to measure te risk"

    Risk -ssessment actor P !onseFuence 5 E5posure 5 &ro4a4ility"

    +e conseFuence is scaled from 17 (deat) to 6 (first aid inury suc as cuts, sprains,eadaces)" E5posure is scaled from 17 (every our of te day), > (every day), < (every*eek), / (every mont), to ; (once a year)" +e pro4a4ility represents te cance tate5posure to te azard *ould result in inury or illness"

    #ccupational doctors ten calculate te risk and evaluate it on te follo*ing scale9

    >71 to 1777 ' te igest risk,

    77 ' iger risk,

    /712 ' 677 te lo*est risk (Reese 677;)"

    -ltoug tere are no data availa4le to make suc detailed calculations for most *alks of our lives, *e can still use te logic to elp us make some decisions" 0et us take a fe*e5amples" or instance *e *ant to kno* *eter *e sould 4e ogging in te morning or not"

    In most large cities you can find te level of pollution" or instance alifa5 -ir Quality e a l t I n d e 5 c a n 4 e f o u n d f o r e a c d a y a t t e * e 4 s i t e 9ttps9::*eater"gc"ca:airFuality:pages:nsaF2771e"tml" -ll *e ave to do is to look not onlyat te *eater, 4ut also te air Fuality at a given time" 3ut *at if *e are considering movingto a ne* city/" %e can use a *e4 page tat compares general parameters of pollution of *ater and air in a city9 ttp9::***"num4eo"com:pollution: " Unfortunately tere are no small to*nsand villages tere, 4ut on te oter and, tese are places tat are usually less risky" It sould

    ;   *iatko*ski, E" (1?/=)" arys d)ie*+% gospodarc)ych ,%iata (Eng" The utline of the economic history of the %orld )" %arsa*9 &I%"

    /

    Some stress conseFuences of city life can 4e found in tis Science article9ttp9::*e4"missouri"edu:segerti:;>;7:!ity0ivingStress"pdf 

    >

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     4e noted tat ***"num4eo"com also records oter data suc as prices, salaries, crime, ealtcare, etc"

    %ile using tis metod *e can also take into account possi4le conseFuences of commutingfrom te su4ur4s (ealtier) to te o4s in te city centers (less ealty)" +is may influenceour decision a4out te coice of *orkplace"

    1"11" &ersonal attri4utes ' culture orientation

    !ollectivism is pro4a4ly rooted in te social development of uman communities" In tetimes of strong dependence on natural forces and dangers te survival of an individual *asalmost impossi4le, tis is *y unters2gaterers *ere co2operating out of necessity *itoutaving muc coice, like many oter social animals" Individualism, on te oter and, is

     4ased on individual uman development" - small 4a4y is te most individualistic and egoisticcreature on eart caring only for its survival" Jaturally, in te process of socialization tecild is encouraged to a4andon its individualistic nature and taugt to co2operate" If *e stilllived in te unters2gaterers times *e could pro4a4ly ave one scale dimension relying, to agreat e5tent, on instinctive 4eaviours" o*ever, tis *as a rater deterministic *orld" -4outten tousand years ago, someting appened in our uman istory tat made it possi4le for 

     4ot tendencies to 4e present in our lives at te same time" %e *ere given or created(depending on our fait) te skill to cultivate te land and gro* animals" +at meant te

     possi4ility of cornering te surpluses, 4ecoming independent of te need to consume

    immediately, 4ut first and foremost te independence of te community" Some of te land or cattle o*ners could survive on te 4asis of o*nersip, not community alone" -ccording tome, tis is te moment *en *e 4ecame real, e5ceptional 4eings 4ecause from tis moment*e ad a coice to sare *it oters or look for our o*n individual prosperity" %it tiscoice *e 4ecame uman as *e could really e5ecute free *ill, 4ut at te same time *e avegained te possi4ility of reecting oters, and e5ploiting tem and teir coice"%e as offspring of our ancestors are on different levels of collectivism and individualismdepending on o* *e *ere 4rougt up (family, community, culture influence)" Researcersdistinguis differences 4et*een national cultures"+ere are t*o important factors9 individualism and collectivism" Every situation reFuires adifferent 4eavioural pattern, *ic *ill 4e a mi5ture of te t*o in different proportions"

    1"16" Institutional attri4utes ' co2operative values

    !o2operatives are not peculiar inventions of Ro4ert #*en or oter socialist tinkers" +eye5isted all trougout uman istory 4ut under different guises" !eng and leiscmann(6717) ave analyzed 16 most popular inventories of uman values used for 4usiness

     purposes" +ey arrived at a Meta Inventory of 1< values tat *ere present in all of teinventories" +eir list includes9 1" reedom, 6" elpfulness, ;" -ccomplisment, /" onesty," Self2respect, " EFuality, ?" Intelligence, 17"Responsi4ility, 11" Social order, 16" %ealt, 1;" !ompetence, 1/" Tustice, 1" Security, 1

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    operative principles of (1) @oluntary and #pen Mem4ersip8 (6) emocratic Mem4er!ontrol8 (;) Mem4er Economic &articipation8 (/) -utonomy and Independence8 ()Education, +raining and Information8 (

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    courageously spent at least ; ours deciding *at *as te value of eac solution" +en Iselected te 17 most agreed on (least controversial) cases in suc a *ay tat tey still cover te main areas of management" I created a file *it te revealed coices and sent tem againto te e5perts asking tem to cange teir evaluations after tey ad seen te oters vie*s"Some of tem ave not found time to do it, 4ut / of tem sent me teir sligtly cangedevaluations" In tis *ay, I kne* *at e5perienced e5perts tink a4out eac solution"Interestingly enoug, tey agreed in ca =A of solutions, 4ut still disagreed in te remainingones"

     2conomic literacy" If co2operators are to 4e persuaded to te form of teir enterprises,tey sould not only understand te elementary economic terms 4ut also understand o* co2operative economy differs from ordinary ones"

     Lifestyle expertise. The Lifestyle ppraisal /uestionnaire. !art 3.-s a starting point, te first part of te Fuestionnaire is, in fact, a Fuestionnaire of our ealtcondition and ealt a4its" %e sould remem4er tat te Fuestionnaire *as constructed in1??

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    ;"1" .eneral results

    In +a4le 1, I present te mean results of all ;/ participants te transformation formula andne* transformed result *ic formed te 4encmark for comparisons for individual

     participants"

    ab!e 1. he most important mean resu!ts# formu!as and the reca!cu!ated resu!t.

    ca!e se!ected for comparison /orst $est ,e-

    sca!ed

    worst

    ,e-

    sca!ed

    best

    *ean

    Origina!

    resu!t 0x

    'ormu!a ,e-sca!ed

    mean

    resu!t

    1" !o2op orientation9 @ertical!ollectivist

    / 67 7 177 /?"6 (52/):7"1< /?"6

    6" !o2op e5posure9 Sum ofonesty and openness

    6 1/ 7 177 6="< (526):7"16

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    &rofile 1" -n e5pert in a friendly organizational environment"

    -s *e can see tis e5pert as all measures a4ove te average e5cept personal development"&eraps 4eing an e5pert does not make it easy do find appropriate development tools"!ertainly tis sould 4e te main focus of development"

    Vertical Collectivist

    Co-op Values

    Agency

    Personal Development

    Listening Co-op Tacit Knowledge

    Business Literacy

    Economic literacy

    Lifestyle

    !

    "

    #

    $

    %

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    &rofile 6" - young professional in an unfriendly organizational environmental

    %e can see evident areas of personal development in &ersonal evelopment, 3usiness0iteracy and -gency (Stress)" Unfortunately tis person does not ave adeFuate support fromte institution e *orks for"

    2. (iscussion and conc!usions

    -n invitation to participate in tis researc as reaced at least several tousand people"It is difficult for me to ans*er *at differs respondents to my researc from all te oters"%at I kno* is tat tey *ere very e5ceptional persons" +e e5pertise profiles of participants

    so* tat *e are divided" Mar5 and Engels cried in teir !ommunist Manifesto9 B%orkers of te *orld UniteVC" I do not tink *e need any uniting movement similar to communism" If Inotice a division it is a division 4et*een our competence and our lifestyles" +e necessarycompetencies do not creat a armonuous *ole" %e are split internally" Everyone differently" Imean tis researc to elp people to unite temselves"

    +is proect may 4e treated as co2operative coacing tat is a person2oriented assistancein individual professional development for tose *o *ork in co2operative or co2operativelike companies, 4ut also in any oter institution, tat respects uman dignity"

    It is not easy to dismantle te comple5ities of mutual dependencies of lifestyle, economy,democracy, media, science, tecnology, etc" %e can intuitively follo* common sense, 4ut

    ave all our decisions 4een te 4est tey could ave 4eenG I dou4t it" %e need a frame*ork,1/

    Vertical Collectivist

    Co-op Values

    Agency

    Personal Development

    Listening s&ill Co-op Tacit Knowledge

    Business Literacy

    Economic literacy

    Lifestyle

    !

    "

    #

    $

    %

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    like te periodic ta4le in cemistry, *ic classifies and orders all te variety of our actions inte reality around us" It as to 4e someting more elementary tan many ideological or kno*ledge systems tat are used today and *ic BoverlookC te driving forces 4eind teistorical events" I ope te metodology developed in tis researc elps individual and co2operative development"

    3. ,eferences

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    Mai4ac, E" %", -4roms, 0orien !", W Marosits, Mark (677=)" !ommunication and marketingas tools to cultivate te pu4licsealt9 a proposedBpeople and placesC frame*ork" 5=C 

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    he research is sponsored by the %uropean 4nion5s 6th ' Internationa! Outgoing

    'e!!owship 7rant 08)+931 web page: www.stocki.org

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