Bombardier is the leading marketer of corporate jets. Its brand name is well known and respected in the corporate jet market. The aircraft company relies on outside suppliers for design support and to share development costs and market risks, but Bombardier is considered the leader in determining design and marketing of its planes. For its newest plane, Bombardier has about 30 prime suppliers, with about 10 of those having been involved since the initial design phase. Bombardier is an example of a __________.

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Bombardier is an example of a channel captain, as it relies on outside suppliers for design support and to share development costs and market risks, but it is considered the leader in determining design and marketing of its planes. The company has a network of prime suppliers, but ultimately takes the lead in managing this network and ensuring that suppliers meet its standards and requirements.

Bombardier Is the Leading Marketer of Corporate Jets