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. https://doi.org/10.1108/EUM0000000002761
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