Customer-supplier relationships in high technology markets 3.0

This position paper on customer-supplier relationships in high technology markets revisits a paper by de Ruyter, Moorman, and Lemmink's (2001) that was published in Industrial Marketing Management nearly two decades ago. Based on the future research implications put forward by de Ruyter et al. (2001), the current article discusses highlights of conceptual and empirical advances in research on programmatic customer-supplier relationships that have been made. As an overview of the state-of-the-art of customer-supplier relationship management, an empirical case is offered to illustrate current applications of Big Data with respect to behavioural engagement. The case demonstrates how this translates into value in the context of a partner programme of a high technology company. In conclusion, a number of opportunities for future research on customer-supplier relationship management are offered.