Marketing Partnerships

Service industry is built on partnerships from vendors and supply chains working together to meet the consumer needs (Bourdeau, Cronin, & Vorhees, 2007). Research has shown when partners quality was above standard the results were beneficial (Bourdeau, Cronin, & Vorhees, 2007). Of course the reverse effect stands true pertaining to quality when partners delivered standard level the result were negative for the business (Bourdeau, Cronin, & Vorhees, 2007). The findings are consistent with the ideal a business is only as good as the partnerships they establishes and maintain. Some partners service several competitors in a particular industry examples are Goodyear in the auto industry. Goodyear is a tire company that produces a large quantity of tires in the US market annually used by several car manufacturers. Contractual agreement through service providers holds clause for competitors to prevent partners from giving one the advantage over others. In the example of Goodyear partnership with let say Ford Company relies on a level of quality above standard. When consumers purchase Ford's they pay attention to the quality of the tires. Good quality tires along with stereos, on board technology, influences the consumer satisfaction and retention rate. Reference Bourdeau, B. L., Cronin Jr, J. J., & Voorhees, C. M. (2007). Modeling service alliances: an exploratory investigation of spillover effects in service partnerships. Strategic Management Journal, 28(6), 609-622.