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Research Details
Partnering as a Focused Market Strategy, California Management Review
Abstract
The article discusses the use of partnerships as a focused marketing strategy. The difficulties that managers can encounter in attempting to cultivate strong working partnerships with their customers are examined. A comprehensive, strategic approach is given to offer managers guidance on decisions about which market segments and individual customer firms to target for close, collaborative relationships. The initial task for a supplier firm in formulating a relationship strategy is to segment the marketplace into relatively homogenous groups of firms based on product application and customer capabilities. Business firms segment markets in a number of ways, with demographics such as account size and industry being the most common basis.
Type
Article
Author(s)
James Anderson, James A. Narus
Date Published
1991
Citations
Anderson, James, and James A. Narus. 1991. Partnering as a Focused Market Strategy. California Management Review. 33(3): 95-113.