Relationship Quality in a Lamb Production Network

The Western Australian sheep meat industry has been in steady decline for the past three decades, with sheep numbers in the state halving since 1990. There are many causes of this decline, but innovations in product and marketing have also presented new opportunities for the industry. In a single organisation case study, novel assessment methods were used to generate quantitative and qualitative data to measure supply chain relationship quality and its determining factors. Results indicated an imbalance between processor and producer perceptions of relationship quality, where processing staff recognised the potential for improvement from the current quality of relationships while producers were content in their relationships. Across several on-going innovations, evidence for cohesion of supply chain actors in the innovations’ implementation was scarce. Results suggest that the processor’s staff and producers are willing to improve supply chain relationships, but their action is constrained by opposing perceptions of supply chain performance. Improved communication channels and direct contact from the processor will see producers more satisfied and willing to increase commitment. Further, it is suggested that livestock agents will need to act in a manner beneficial to others in the supply chain to improve the quality of relationships with processors and producers. The processor proposes actions to achieve these ends, essentially by paying personalised attention to individual producers’ needs.