Please use this identifier to cite or link to this item: https://dair.nps.edu/handle/123456789/4404
Title: Why Marketing Matters: Strengthening the Defense Supplier Base Through Better Communication with Industry
Authors: Amanda Bresler, Alex Bresler
Keywords: Marketing
Defense Supplier Base
Communication
Industry
Issue Date: 10-May-2021
Publisher: Acquisition Research Program
Citation: Published--Unlimited Distribution
Series/Report no.: Acquisition Management;SYM-AM-21-097
Abstract: This paper demonstrates that the Department of Defense (DoD)’s primary methods of marketing requirements and soliciting information from prospective suppliers inhibit the military’s access to innovative nontraditional companies. To conduct this research, we leveraged qualitative and quantitative research techniques, including assessing the features of more than one million DoD solicitations from https://beta.sam.gov and surveying small businesses on the readability of DoD requirements. Our results concluded that DoD solicitations are not conducive to attracting nontraditional suppliers because they are difficult to discover, lack ample response time frames, are not easy to read or understand, and lack critical information. These and other factors deter innovative, nontraditional companies from participating in the DoD’s market research process, in turn limiting the pool of suppliers available to the military. We offer recommendations for how the DoD can improve the way it writes and markets solicitations to attract and engage innovative, nontraditional companies more competitively.
Description: Acquisition Management / Defense Acquisition Community Contributor
URI: https://dair.nps.edu/handle/123456789/4404
Appears in Collections:Annual Acquisition Research Symposium Proceedings & Presentations

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