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Meeting Consumer Demands with Genetics and Market Coordination: The Case of the Leachman Cattle Company
Author(s) -
Brester Gary W.
Publication year - 2002
Publication title -
applied economic perspectives and policy
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.4
H-Index - 49
eISSN - 2040-5804
pISSN - 2040-5790
DOI - 10.1111/1467-9353.00095
Subject(s) - business , marketing , economics
This case considers two major management decisions facing the Leachman Cattle Company, the largest U.S. beef cattle seedstock producer. The first decision relates to continued expansion into international markets. Such expansion has tremendous potential, but also introduces a host of logistical problems and risks. The second decision concerns the development and market integration required to produce a branded beef product based on Piedmontese beef cattle.