TITLE

So You Think You Want a Partner?

AUTHOR(S)
Lambert, Douglas M.; Emmelhainz, Margaret A.; Gardner, John T.
PUB. DATE
June 1996
SOURCE
Marketing Management;Summer96, Vol. 5 Issue 2, p24
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
One premise permeating business today is that partnerships are essential elements of business strategy and that managers should strive to partner with every customer and supplier. This is not only flawed thinking, it is dangerous thinking. A partnership is not necessarily a requirement for business success, and it takes time and effort to develop and maintain. This article provides a framework, based on in-depth studies of leading-edge firms, for determining when a partnership is warranted and how it should be structured. INSETS: Classifying Relationships;Relationship Cases;Methodology.
ACCESSION #
9612122883

 

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