Assertion: fund's report | /r/CapableOf | highlight the need
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text: The 2001 report also highlighted the need to market what it called 'The Co-operative Advantage'; a favourite idea of Graham Melmoth, which suggested that commercial success would provide the funding for the social goals of the movement which (when the public saw a tangible benefit to their own lives) would provide a competitive advantage to the Co-op which would further its commercial success – a virtuous cycle.