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Abstract

This case describes the opportunities and dilemmas faced by managers of agribusiness firms as they contemplate forming a strategic alliance in a fresh produce category. It challenges each of the managers to evaluate their own 'readiness to partner' and to define their expectations of their prospective partners. The case highlights that the success of strategy alliances is closely linked to how complementary the firms are in terms of culture strategy and structure. Although Franklins supermarkets no longer exist in Australia, the principles of supply chain partnerships outlined in this case are still valid. In 2002, The Mulgowie Farming Company was named Woolworths Supply of the Year

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