Too close for comfort : the strategic implications of getting close to the customer
Macdonald, Stuart. (1995) Too close for comfort : the strategic implications of getting close to the customer. California Management Review, Volume 37 (Number 4). pp. 8-27. ISSN 0008-1256Full text not available from this repository.
While getting close to the customer is widely recommended as an obvious way of serving the customer better, there is no clear demarcation between being close to the customer and being customer-driven. No longer content with the ability to anticipate customer demand, many suppliers are seeking to influence this demand, moving from being reactive to gently proactive. Increasing involvement in the customer's business may help lock in the customer, but it also leads to increasing involvement of the customer in the supplier's business, locking in the supplier as much as the customer. This incremental integration has important strategic implications that firms must examine carefully.
|Item Type:||Journal Article|
|Subjects:||H Social Sciences > HF Commerce
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
|Divisions:||Faculty of Social Sciences > Warwick Business School|
|Journal or Publication Title:||California Management Review|
|Publisher:||University of California, Berkeley|
|Official Date:||1 June 1995|
|Number of Pages:||20|
|Page Range:||pp. 8-27|
|Access rights to Published version:||Restricted or Subscription Access|
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