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
BusinessGeneral partnershipTransactional leadershipMarketingCompetitive advantageIndustrial organizationProduct (mathematics)Customer needsNew product developmentEconomicsManagementFinance
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Publication Info
- Year
- 1991
- Type
- article
- Volume
- 33
- Issue
- 3
- Pages
- 95-113
- Citations
- 423
- Access
- Closed
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Cite This
James C. Anderson,
James A. Narus
(1991).
Partnering as a Focused Market Strategy.
California Management Review
, 33
(3)
, 95-113.
https://doi.org/10.2307/41166663
Identifiers
- DOI
- 10.2307/41166663