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13 Quinn, J.B. (1992). Intelligent Enterprise, The Free Press, New
York.
Chapter 3 case studies
The major theme of this chapter has been the need to establish a
partnership style approach to suppliers and alliances as the founda-
tion for a far more effective supply chain or network. The three cases
that we have chosen for this chapter highlight specific aspects of the
way in which strong relationships with network partners can con-
tribute significantly to competitive advantage.
Case 3.1: Supplier relationships at Trico
This case was written by Professor Peter Hines of the Lean
Enterprise Research Centre at Cardiff Business School, University of
Wales.
Abstract
The case study focuses around the advantages and opportunities
emerging from the establishment of supplier associations. Trico is a
manufacturer of car windscreen wiper systems supplying the auto-
motive industry. As a result of encouragement by one of their major
customers, Trico sought to establish a more proactive approach to
supplier development through the creation of a supplier associa-
tion. The objectives and workings of the supplier association are
described and some of the early results of its actions are presented.
Learning points
Some of the key learning points to emerge from this case are: the
importance of supplier relationships in improving competitiveness
for the downstream customer; the opportunity for benchmarking
and process improvement through a willingness to learn from other
members of the association; the way that gains have to be seen to be
shared throughout the supply chain to ensure ‘buy-in’.
178 Relationship Marketing