This study develops and analyzes a survey to examine beef producer’s attitudes towards strategic alliances and a set of marketing contracts. The data for this study were collected from a sample of beef producers in western Canada through a 2006 web-based and on-site survey. Two binary logit models are estimated. In the beef alliance participation model, producer’s age, education level and beef cowherd size are found to have a significant impact on the producers’ decision to participate in alliances. The conditional logit model based on a set of choice experiments indicates that the marketing and compensation methods (sales type), the information sharing schemes (data sharing) and the size of membership fees significantly affect the choice behavior between different types of alliances. However, the production protocols have no significant impact on producers’ choice behavior. The thesis concludes with recommendations on how to improve future design of contracts and beef alliances. 

• Thesis
• Online Survey