Improving power position with regard to non-mediated power sources - The supplier's perspective

Our research proposes a dual tactical approach towards business partners, especially towards big, dominant customers: on the one hand, dedicating resources as long as this is safe and beneficial, but on the other hand, learning, developing own competencies and being open to new counterparts. Our research illustrates that these two orientations are not contradictory, but complement each other, because their joint implementation empowers a supplier and does not occur at the cost of losing an existing key customer.