How do subcontractors evolve?

The purpose of this study is to inquiry how small and medium sized subcontracting firms evolve. We apply cluster analysis to a sample of 417 North East Italian subcontractors to explore if (and to what extent) Italian subcontractors differ and can be classified on the basis of their design and marketing capabilities. Using this classification as a starting point, we carry out cross-case analysis on a sample of 10 subcontractors to develop a model of how subcontractors’ capabilities co-evolve overtime. We identify 4 profiles of subcontractors as a function of their design and marketing capabilities: developed, developing, question mark and traditional. We also propose a model to understand and predict subcontractors’ evolution. From the model it emerges that knowledge codification, supply management, design and marketing capabilities are mutually reinforced and tend to be aligned overtime. Results of this study are critical for industrial buyers who need to segment their subcontractors and understand how their marketing and design capabilities evolve. Moreover they are also critical for subcontractors’ managers who need to avoid strategies based on mere cost competition, enlarge their customer base, and engage in durable relationships with their customers. This study propose an original model of subcontractors’ evolution and suggests to managers good practices to design and manage their supply networks.