James C. Anderson, a professor of marketing and wholesale distribution at Northwestern University’s Kellogg School of Management, James A. Narus, a professor of business marketing Wake Forest University, and Marc Wouters, a professor of management accounting at Karlsruhe Institute of Technology and the University of Amsterdam, report on how nonstrategic suppliers can help customers solve important problems.
This article was first published in the March 2014 issue of Harvard Business Review.
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