Building Strategic Relationships

A clear distinction should be made between strategic partnerships and more tactical commodity vendor-buyer relationships. Building strategic relationships takes time and diligence and can only be done with a small, rationalized set of suppliers. Done right, suppliers become an extension of the enterprise. This requires methodically laying out an agreement on what will be shared, the benefits, as well as the consequences of breach—building an understanding of the mutual self-interest and interdependence of the relationship. Because traditional relationships are adversarial, it takes a lot of time to change mindsets.

Many companies use the quarterly business review, generally under strict nondisclosure agreements, as the primary forum for sharing confidential strategies. These planning sessions at a senior-executive-to-senior-executive level review things like the changes to market assumptions, scenarios, product roadmaps and transitions (strategy, timing, risks), and supplier performance (goals, actuals, and improvement plans). There are occasional instances where a trading partner abuses this position of trust, but the end result is usually bad for the abuser. For example, a CPG company planned a major promotion with one of its retailers. A week before the planned promotion, the manufacturer did a promotion on the same exact product at a lower price with one of the retailer's competitors. As a result of that breach of trust, the supplier lost business and took years to rebuild its standing with that major retailer. In another instance, a supplier of a component under severe allocation leaked information to one of its customers about a second customer's volumes and mix, in an effort to demand higher prices. The second customer eventually found out and fired the supplier.

Confidential dialogs can be even more challenging when the supplier or customer is also your competitor. Even with a nondisclosure agreement, the sharing of product strategies, roadmaps, and other confidential data is uncomfortable, though it is done every day. Many of the large diversified conglomerates that are likely to be both competitors and trading partners are in the Far East where IP rights are not as strongly upheld. Another twist is that as more and more manufacturing is outsourced to China and elsewhere, it raises the issue of sharing product and manufacturing knowledge with companies that could potentially become competitors of yours. Giant bicycle, founded in 1972 as a contract manufacturer for Schwinn and others, used the knowledge it learned from its customers about manufacturing and designing bicycles to build its own brand. Giant is now the largest bicycle manufacturer in the world and 70 percent of its revenue is from its own brand. A number of electronic contract manufacturers and ODMs are following this same path.