THE IMPACT OF JIT ON INDUSTRIAL MARKETERS

The research objective was to uncover the marketing management implications for industrial suppliers of the adoption of JIT production systems by their customers. One important finding was that prices to the suppliers did not increase despite the fact that buyers received improved service and product quality. Suppliers were, however, compensated by buyers for supplying JIT with a decreased number of competing suppliers and sales in additional product areas. A major implication in the findings for industrial marketing managers is a decreased emphasis on recruiting new buyers in favor of more intensive servicing of present customers. © 1990.