Franklins Ltd: The Development of Value Chain Relationships in a Fresh Produce Category
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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