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- Publisher
- Emerald Publishing
- Copyright
- Copyright © Emerald Group Publishing Limited
- ISSN
- 0885-8624
- DOI
- 10.1108/EUM0000000002759
- Publisher site
- See Article on Publisher Site
Abstract
Describes an empirical study examining the strategies of auto partssuppliers to transplanted Japanese OEMs. Finds that suppliers havebecome more customerfocused, following the marketing concept, and alsomore aggressive in buying from second tier suppliers, in accordance withreverse marketing. Examines the background to the growth of JapaneseOEMs in North America, together with an analysis of the traditionalmarketing concept, reverse marketing and the Japanese hierarchicalstructure of suppliers. Concludes that reverse marketing leads to strongpartnerships, and that relationships with both existing and newsuppliers must be developed. Relates the research to the oreticalconcepts and offers managerial recommendations.
Journal
Journal of Business & Industrial Marketing – Emerald Publishing
Published: Jan 1, 1992