The DOI matches its Crossref record.
Partnering as a Focused Market Strategy
Abstract
Partnership-building efforts, even when sought by a customer firm, may not be in the best interests of a supplier firm. This article presents a comprehensive, strategic approach that offers managers guidance on decisions about which market segments and individual customer firms to target for close, collaborative relationships. Firms can gain competitive advantage by augmenting a supplier's product offering for transactional customers.
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Citations
Cited by
The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships
Garbarino, E., & Johnson, M. S. (1999) · Journal of Marketing · doi:10.1177/002224299906300205 · Cited by 4,899
Reinartz, W. J., & Kumar, V. (2000) · Journal of Marketing · doi:10.1509/jmkg.64.4.17.18077 · Cited by 1,364
The Impact of Customer Relationship Characteristics on Profitable Lifetime Duration
Reinartz, W. J., & Kumar, V. (2003) · Journal of Marketing · doi:10.1509/jmkg.67.1.77.18589 · Cited by 811
Technology-driven service strategy
Huang, M.-H., & Rust, R. T. (2017) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-017-0545-6 · Cited by 263
Xiao, L., Li, X., & Zhang, Y. (2023) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2022.103170 · Cited by 214
Metadata
- Authors
- Anderson, J. C., & Narus, J. A.
- Venue
- California Management Review
- Publisher
- SAGE Publications
- Published
- 1991-04
- Volume
- 33
- Issue
- 3
- Pages
- 95-113
- ISSN
- 0008-1256 (ISSN-L)
- 2162-8564
- OpenAlex
- W2035823998
- Cited by
- 434
- References
- 0
- FWCI
- 9.69
- Type
- journal article
- Language
- en
- Open access
- closed
About these checks
Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.
Statistics and arithmetic are recomputed, not judged.
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How to cite
Cite CoChat for the checks on this page, and the paper for its own findings.
- This page
- CoChat. (2026). Citation check: Partnering as a Focused Market Strategy. https://app.cochat.ai/papers/10.2307/41166663
- The paper
- Anderson, J. C., & Narus, J. A. (1991). Partnering as a Focused Market Strategy. California Management Review. https://doi.org/10.2307/41166663
Data sources
Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
