A Research-Proven Strategy for Companies to Survive Bankruptcy

A new Journal of Marketing study explains a strategy for managing supplier relationships that can help companies survive bankruptcy.

Read an in-depth recap of this research here: https://www.ama.org/2023/10/17/the-secret-to-surviving-bankruptcy-pay-attention-to-buyer-supplier-interactions-during-the-bankruptcy-process/

Read the full Journal of Marketing article here: ⁠https://doi.org/10.1177/00222429231193994⁠

Reference: Sudha Mani, Vivek Astvansh, and Kersi D. Antia, “Buyer–Supplier Relationship Dynamics in Buyers’ Bankruptcy Survival,” Journal of Marketing.

Narrator: Adalgisa Butkewitsch

Acknowledgments: Sushma Kambagowni

Topics: bankruptcy, B2B, buyer–supplier relations, suppliers, relationship dynamics

The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠⁠⁠⁠University FM