Διαχείριση προμηθευτικών σχέσεων. Μελέτη περίπτωσης - Apple Computer Company, Inc.
In this paper, we analyze the theory and the application of the Supply Relationship Management (SRM). It is a recent theory, emerged in the 1980s, and examines the suppliers, who have higher influence on performance and success of a company. The method, also, refers to the interaction between companies and suppliers. It aims to improve the abovementioned business interactions, and to develop a mutual relationship that benefits both parties (aka firms and suppliers). Supply Relationship Management can vary from company to company and from organization to organization. And it gives more importance to strategic vendors. In addition, in the second part of the paper, we present the Case Study of Apple's Supply Relationship Management. Apple is a leading organization, with enviable supplier relationships, and hundreds of suppliers willing to comply with its terms and conditions. The firm needs its suppliers for its continuous development and production of innovative products. But, suppliers need Apple, too. Besides, a relationship with such a company (meaning Apple) may raise a vendor, or even may “destroy” it, if the vendor fails to satisfy Apple.