PARTNERING AS A FOCUSED MARKET STRATEGY

被引:183
作者
ANDERSON, JC
NARUS, JA
机构
关键词
D O I
10.2307/41166663
中图分类号
F [经济];
学科分类号
02 ;
摘要
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. © 1991, The Regents of the University of California. All rights reserved.
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页码:95 / 113
页数:19
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