A new form of relational exchange, commonly referred to as the “just-in-time” (JIT) exchange relationship, has been adopted and implemented by many original equipment manufacturers (OEMs) and suppliers of component parts-materials during the past several years. Though the “exchange relationship” is at the core of the marketing discipline, JIT exchanges have received little attention in the marketing literature. The authors attempt to expand understanding of (1) how JIT exchanges compare with other forms of exchange between suppliers of component parts-materials and OEMs, (2) what conditions are most conducive to the initiation of JIT exchanges, and (3) what key factors are likely to influence the success or failure of initiated JIT exchanges.
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