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The world was changing so fast that the standard ways of doing business was outdated. Competition among vendors, through systems of competitive bidding around extreme tight product specifications, was the method by which vendor greed and opportunism were controlled.
All of this marketing mayhem attracted global competitors and they brought a new concept and that was “quality does not just sell better, it also cost less. American marketers began to see the necessity of moving away from that one time sell and wanted a mutually supportive relationship with their customers. One of the essential features of a true strategic alliance is that it is intended to move each of the partners toward the achievement of some long-term, strategic, goal...
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