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Proactive Strategic Partnerships: a New Business Markets Strategy

Richard N. Cardozo (Curtis L. Carlson Chair in Entrepreneurial Studies and is Professor of Marketing in the Carlson School of Management at the University of Minnesota.)
Shannon H. Shipp (Assistant Professor of Marketing at Texas Christian University. His current research interests include marketing strategy and sales management.)
Kenneth J. Roering (Paul S. Gerot Chair and is Professor of Marketing at the University of Minnesota. He served as Chairman of the Marketing Department from 1981–1985.)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 1 January 1992



States that firms in many industries are seeking strategic partnerships with suppliers, distributors and customers. Discusses Customer‐Linked Strategy (CLS), a type of partnership being used by some firms. Evaluates the advantages and disadvantages of CLS and specifies appropriate circumstances for adopting CLS, together with information on implementing the partnership. Considers the consequencesof CLS and finds that it is of great benefit to many firms. Recommends that those businesses not currently using the technique but whose situation is suited to the strategy should reconsider their action.



Cardozo, R.N., Shipp, S.H. and Roering, K.J. (1992), "Proactive Strategic Partnerships: a New Business Markets Strategy", Journal of Business & Industrial Marketing, Vol. 7 No. 1, pp. 51-63.




Copyright © 1992, MCB UP Limited

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