Partnering as a Focused Market Strategy
California Management ReviewPublished 1 April 1991
James C. Anderson, James A. Narus
Citations424
SJR quartileQ1
SJR score2.42
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Abstract
Partnership-building efforts, even when sought by a customer firm, may not be in the best interests of a supplier firm. This article presents a comprehensive, strategic approach 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 supplier's product offering for transactional customers.
Keywords
Business, Management and AccountingEngineering
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