search query: @author MacDonald, S. / total: 11
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| Author: | Macdonald, S. |
| Title: | Too close for comfort or the strategic implications of getting close to the customer |
| Journal: | California Management Review
1995 : SUMMER, VOL. 37:4, p. 8-27 |
| Index terms: | |
| Freeterms: | UNTERNEHMENSSTRATEGIE, MARKETINGSTRATEGIE |
| Language: | eng |
| Abstract: | While getting close to the customer is widely recommended as a way of serving the customer better, there is no clear demarcation between being close to the customer and being customer driven. Increasing involvement in the customer's business may help lock in the customer, but it also leads to increasing involvement of the customer in the supplier's business. This incremental integration has important strategic implications that firms must examine carefully. |
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