Broad marketing and strategic issues:
● the need to understand the linkages between value chains and supply
chains
● communicating the importance of supply chain cooperation, internally
and externally
● the concept of supply chain competition.
Relationship marketing issues:
● the importance of internal marketing to establish a relationship mar-
keting culture
● working with supply chain partners to present a value-added proposi-
tion
● how suppliers may need to take the initiative in establishing relationship
marketing strategies.
At the time this case was written events were still unfolding and so
the success or otherwise of the relationship marketing strategy is
unknown.
The supplier and alliance market domain 181