haku: @author Anderson, J. C. / yhteensä: 28
viite: 6 / 28
| Tekijä: | Anderson, J. C. Narus, J. A. |
| Otsikko: | Partnering as a focused market strategy |
| Lehti: | California Management Review
1991 : SPRING, VOL. 33:3, p. 95-113 |
| Asiasana: | MARKET SEGMENTATION STRATEGY CO-OPERATION MANAGERS COMPETITIVENESS CUSTOMERS |
| Kieli: | eng |
| Tiivistelmä: | Partnership-building efforts, even when sought by a customer firm, may not be in the best interests of a supplier firm. A comprehensive, strategic approach is presented that offers managers guidance on decisions about which market segments and individual customer firms to target for close, collaborative relationships. Firms can gain competitive advantage by augmenting a suppliers' product offering for transactional customers. Supplier managers must systematically decide which customer firms are in their firm's best interests to have collaborative relationships with, and then, actively work to keep them "delighted". |
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