Publication:
Why Marketing Matters: Strengthening the Defense Supplier Base Through Better Communication with Industry

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Authors
Bresler, Amanda
Bresler, Alex
Subjects
Advisors
Date of Issue
2021-05-10
Date
05/10/21
Publisher
Monterey, California. Naval Postgraduate School
Language
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.
Type
Presentation
Description
Department
Identifiers
NPS Report Number
SYM-AM-21-097
Sponsors
Prepared for the Naval Postgraduate School, Monterey, CA 93943.
Naval Postgraduate School
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Citation
Distribution Statement
Approved for public release; distribution is unlimited.
Approved for public release; distribution is unlimited.
Rights
This publication is a work of the U.S. Government as defined in Title 17, United States Code, Section 101. Copyright protection is not available for this work in the United States.
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