Developing a Winning J. I. T. Marketing Strategy

Abstract

World-class companies are built on striving for perfect quality, leading edge technology, just-in-time manufacturing, and costcompetitive service. Just-in-time manufacturing requires both buyers and sellers to change how they interact. A critical element in achieving world-class status is the creation of enduring relationships with key suppliers. O'Neal and Bertrand point out that a manufacturer needs world-class suppliers who have mastered the skills of being a first-class partner. Because buying organizations are constrained by the quality of their supplier base, the authors see competitive advantage accruing to marketers who master the art of being an excellent just-in-time partner. The authors take on the formidable task of telling business marketing people how to develop a JIT strategy. The strength of the book is in the first few chapters, which provide a historical perspective and details the basics of how JIT systems work. O'Neal brings a wealth of business experience to this task and Bertrand is a skilled observer of busi-