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Should North American Parts Suppliers Learn Japanese?

David L. Blenkhorn (Ph.D. from Bradford University and is an Associate Professor in the Business School at Wilfrid Laurier University, Waterloo, Ontario, where he specializes in business‐to‐business marketing. )
Peter M. Banting (Ph.D from Michigan State University and is Professor of Marketing at McMaster University, Ontario.)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 1 January 1992



Describes an empirical study examining the strategies of auto parts suppliers to transplanted Japanese OEMs. Finds that suppliers have become more customer‐focused, following the marketing concept, and also more aggressive in buying from second tier suppliers, in accordance with reverse marketing. Examines the background to the growth of Japanese OEMs in North America, together with an analysis of the traditional marketing concept, reverse marketing and the Japanese hierarchical structure of suppliers. Concludes that reverse marketing leads to strong partnerships, and that relationships with both existing and new suppliers must be developed. Relates the research to the oretical concepts and offers managerial recommendations.



Blenkhorn, D.L. and Banting, P.M. (1992), "Should North American Parts Suppliers Learn Japanese?", Journal of Business & Industrial Marketing, Vol. 7 No. 1, pp. 29-40.




Copyright © 1992, MCB UP Limited

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