Serving Your Customers′ Corporate Culture: A Sustainable Market Advantage for Computerized Manufacturing Equipment Vendors

Abstract

In the 1990s, computerized manufacturing equipment vendors will continue to operate within an increasingly competitive environment as technologies mature and product variety proliferates. Against this climate, recommends a critical marketing tool that offers manufacturers a sustainable market advantage, namely, serving the customer′s corporate culture for market gain. Depicts a systematic approach for computerized manufacturing equipment vendors to observe, interpret and monitor their customers′ corporate culture, and enables them to formulate marketing strategies based on this knowledge. Also presents corporate cultural norms which characterize intensive users of computer‐manufacturing equipment.

Citation

Kitchell, S. and Mayer, C.S. (1994), "Serving Your Customers′ Corporate Culture: A Sustainable Market Advantage for Computerized Manufacturing Equipment Vendors", Journal of Business & Industrial Marketing, Vol. 9 No. 2, pp. 5-15. https://doi.org/10.1108/08858629410059753