Supplier Diversity Goals

I hope that you have enjoyed the article, "7 Supplier Diversity Challenges, Part II."

While there are many reasons for starting a supplier diversity program, one that I feel is driving more big companies to implement supplier diversity programs is the marketing aspect. Companies want to appeal to a diverse customer base and having a diverse supplier base is just one more technique that can be used to build a we're-for-you brand.

If you look at the Web sites of massive companies, they have significant amounts of Web real estate dedicated to supplier diversity and, in that space, mention their customers:

Johnson & Johnson

FedEx

Grainger

Toyota

Avis Budget Group

AT&T

MPC

I see this trend as a very good one for raising the profile of purchasing within the organization. Branding is top-of-mind for many CEO's. If purchasing has one more tool that it can use for enhancing the organization's brand, it can only help.

To Your Career,
Charles Dominick, SPSM
President
Next Level Purchasing, Inc.
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