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Researching consumer desires fuels OEM success; Ask the expert.(Automotive)(Interview)
- Article from:
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B to B
- Article date:
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June 23, 2008
- Author:
- Morrison, Mary E.
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Copyright informationCOPYRIGHT 2008 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: Mary E. Morrison
Craig Fitzgerald, partner at Plante & Moran, a certified public accounting and business advisory firm, has spent the past 25 years providing strategy services to the company's automotive supplier clients. Before joining Plante & Moran, Fitzgerald worked at Volkswagen of America, Ford Motor Co. and General Motors Corp. Fitzgerald recently spoke to BtoB about the challenges and opportunities facing automotive suppliers.
BtoB: What must suppliers keep in mind when marketing to automakers?
Fitzgerald: The OEMs [original equipment manufacturers] are burdened by lack of profitability. They're burdened by complexity. They're burdened by the ...