June 2021
Intermediate to advanced
608 pages
35h 33m
English
Content preview from Marketing Management, 16th Edition
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Risks and Opportunism in Business Relationships
Researchers have noted that establishing a customer–supplier relationship creates tension between safeguarding (ensuring predictable solutions) and adapting (allowing for flexibility for unanticipated events). Vertical coordination can facilitate stronger customer–seller ties but may also increase the risk to the customer’s and supplier’s specific investments.53
Specific investments are those expenditures tailored to a particular company and value-chain partner (investments in company-specific training, equipment, and operating procedures or systems).54 For example, a manufacturer might invest in developing an order-placing and inventory-tracking system tailored to the needs of a particular retailer. ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.