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The cooperative business model is a way to achieve sustainable development by investing human potential in collective cooperation, which gives people the opportunity to control their own lives and to have a choice. The cooperative form of organization is applicable in diverse political and economic conditions and cultures, and in the agenda of the ongoing macro-processes the cooperative movement is an existing opportunity to overcome important social, economic and environmental problems. The main thesis is that cooperatives can, through their large-scale infrastructure and specific know-how, to develop one of the most advertised values of a free society, namely activating each person and mobilizing the potential of small and medium business, which is the backbone of any economy. The activity of the participants in cooperatives creates opportunities to overcome certain deficits in the horizontal relations in the society, in the different social groups, in the small settlements. Through cooperatives, each person can change their personal behavior as a citizen of society, to face inertia and passivity, to develop their ideas, to find like-minded people and to have self-confidence. The result is an overall improvement in the standard and another pattern of behavior. This model of activity and behavior, created by cooperatives by uniting people, develops public relations.
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