Date Added: Aug 2010
Improving business relationships in complex business networks requires at least two distinctive competences with regard to the marketing function of a firm. Firstly, the company needs to develop a deep understanding of its business partners, especially buyers. In order to best serve these customers in a mutually beneficial way, the company needs to acquire, use and transform certain resources. However, the company does not possess all of the resources and competences itself and is thus dependent on its supply network. Consequently, the second competence important for the marketing function lies in the interactions and collaboration with the internal function managing these supply networks, i.e. purchasing.