STRATEGIC ALLIANCES IN THE LIVESTOCK SECTOR: INDUSTRY PERSPECTIVES AND OPINIONS

Abstract

The dynamic nature of the food and agribusiness sector is creating new management challenges for firms at all levels of the production marketing continuum. New coordination strategies are emerging as firms seek to establish sustainable competitive advantages. One such advantage is to provide a variation of the increasingly diverse set of product attributes demanded by consumers. Because some of these attributes may have to be “grown” into the product at the production stage or incorporated in production inputs, coordination of activities across stages of the production-marketing continuum becomes necessary. The current research solicits the opinions of industry experts regarding the emerging role of strategic alliances within the livestock and meat sector. Survey results will be used to assess the current perspectives of industry leaders about how information technology may be used to coordinate activities in alliances, why alliances might be formed, and who will initiate them.