Meeting Consumer Demands with Genetics and Market Coordination: The Case of the Leachman Cattle Company

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.