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Customer relationships strategy: an Australian cattle producers’ case study


  • Jie, Ferry


An analysis of beef supply chains revealed that a strategic focus on beef quality was critical to that part of the chain involving producers. Moreover, beef quality was directly related to customer relationship management. Across the industry, there are a diverse set of customers each with different needs. This means that it is difficult for individual producers to develop a successful approach to customer relationship management without developing a product focus on one or two of these customer segments.

Suggested Citation

  • Jie, Ferry, 2009. "Customer relationships strategy: an Australian cattle producers’ case study," AFBM Journal, Australasian Farm Business Management Network, vol. 6(2).
  • Handle: RePEc:ags:afbmau:121499

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