Title :
A case study of buyer-seller relationships during the industrial product development process
Author :
Lau, Geok Theng ; Tan, Woon Kok
Author_Institution :
Dept. of Marketing, Nat. Univ. of Singapore, Singapore
Abstract :
Developing buyer-seller relationships is increasingly seen as an important factor for success in industrial marketing (Spekman and Johnston, 1986). This relationship goes back way before the industrial product is offered for sale and may actually take place while the product is being developed. In this paper, we present a case study of the interactions and relationships between an industrial buyer and two of its suppliers during the product development process in the application specific integrated circuit (ASIC) industry. Relevant implications for industrial marketing are drawn
Keywords :
application specific integrated circuits; electronics industry; marketing; product development; ASIC industry; application specific integrated circuit industry; buyer-seller relationships; industrial buyer; industrial marketing; industrial product development process; product development process; suppliers; Application specific integrated circuits; Computer aided software engineering; Helium; Humans; Industrial relations; Marketing and sales; Product design; Product development; Quality control;
Conference_Titel :
Management of Innovation and Technology, 2000. ICMIT 2000. Proceedings of the 2000 IEEE International Conference on
Print_ISBN :
0-7803-6652-2
DOI :
10.1109/ICMIT.2000.916812
