Single sourcing and supplier certification: performance and relationship implications

Article Abstract:

Relationship marketing remains a hot topic among marketing scholars and practitioners. However, in industrial channels, the most compelling developments in relationship marketing are being initiated by buyers, i.e., customers - rather than suppliers or "marketers." Single sourcing and supplier certification are two prominent programs of this type. This study looks at the impact of single sourcing and supplier certification on buyer/supplier relationships and purchasing performance. A mail survey was sent to 1,000 purchasing professionals to study industrial buying in the context of component rebuys (items that are inputs to the buying firm's production process and are not new to the buyer). The results suggest that single source and certified suppliers offer higher quality at lower total cost to the buyer. Moreover, these suppliers are linked to higher levels of buyer/supplier cooperation, but no increase in buyer dependence on the supplier. (Reprinted by permission of the publisher.)

Distribution channels, Industrial suppliers

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National accounts revisited: new lessons from recent investigations

Article Abstract:

National (or major) account programs have been used by companies for many years. However, the important premises behind the implementation of national account programs have not been examined in more than a decade. This study revisited these premises in an effort to explore whether the management or structure of national account programs has changed. Although many of the characteristics identified in earlier research still exist, this study identified some noteworthy differences. These include the trend of many companies to service international customers via a national accounts program, the integration of national account programs with traditional salesforces, and the increased emphasis on national account customers within sales organizations. Several managerial topics for future research are proposed. (Reprinted by permission of the publisher.)

Marketing, Key accounts

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