The increasing turbulence of markets has led firms to a new way of operating with their suppliers, distributors and customers with the purpose of increasing customers’ satisfaction and retention together with performance development. In such markets the competitive advantage is more and more linked to dynamism, so that the company is asked to adopt a proactive behavior in a market without boundaries. The organization has to choose its partners belonging to the supply chain, for creating a Competitive Coalition based on transferring, sharing and co-developing knowledge, which improves system resources, in order to face the most critical factors of success: Customer Relationship Management and Brand Management.
The Competitive Coalition is built on the same principles of effectiveness and efficiency of Supply Chain Management but it focuses on exchanging and developing a shared data base for creating, supporting and managing not only a product or set of services but value for the customer which is expressed through a strong brand. This idea takes its origins in the fact that through the brand the Competitive Coalition is able to establish a stronger and lasting relationship with the whole market.
Ilaria Fava is a PhD student in Marketing and Management and lecturer in Marketing and International Business at Università degli Studi di Milano Bicocca.
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|data pubblicazione: ||Gennaio 2006|