Perceptions of Vertical Marketing Arrangement Performance: Cow/calf Producers versus Multiple Production Level Producers

This study seeks to understand whether beef operators who specialize in cow-calf production exhibit different motives for alliance participation and different levels of satisfaction with these vertical marketing arrangements than their counterparts in cow-calf production who also operate upstream or downstream beef enterprises. Survey results indicate that there are differences among producer groups, particularly with respect to information access and interpretation and pooling cattle.