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Supply chain management   |   Make Your Dealers Your Partners
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Supply chain management


MAKE YOUR DEALERS YOUR PARTNERS

With its strong network of dealers, Caterpillar designs better products and
provides superior customer service.
by
 * Donald V. Fites

by
 * Donald V. Fites

From the Magazine (March–April 1996)
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A decade ago, many observers predicted that Caterpillar would join the long list
of U.S. corporations that had fallen to the Japanese. Doomsayers on Wall Street,
at business schools, and in the press focused particularly on the rivalry
between Caterpillar and Komatsu. With Komatsu boasting tremendous cost
advantages (as much as 40% in some product lines) and excellent products, they
accepted as a foregone conclusion that Komatsu would fulfill its vow to
“encircle Cat” and become the dominant producer in our industry.

Like many predictions, this one fell short. Despite determined efforts by
Komatsu, Hitachi, Kobelco, and others, our overall share of the world market for
construction and mining equipment is the highest in our history. We have
maintained our strong position in Japan through Shin Caterpillar Mitsubishi, our
33-year-old joint venture with Mitsubishi Heavy Industries. And after suffering
some fearsome losses in 5 of the 11 years from 1982 through 1992, we have
rebounded financially with record profits and a return on equity in the mid to
high thirties.

I’m often asked how Caterpillar rose to the challenge. Several factors played a
part. They include the tremendous value of our brand name; the excellent quality
of our products; the high resale value of our machines; a reorganization of the
corporation to push decision making down into the organization to make the
company flatter, leaner, and more responsive to customers’ needs; big
investments to revamp and streamline manufacturing operations, resulting in the
most competitive factories in our industry; more frequent and timely new-product
introductions; a heightened focus on costs; and the weakening of the dollar
relative to the yen.

But the biggest reason for Caterpillar’s success has been our system of
distribution and product support and the close customer relationships it
fosters. Don’t get me wrong: We think we are better engineers and manufacturers
than our competitors. But we are convinced that our single greatest advantage
over our competition was and still is our system of distribution and product
support. The backbone of that system is our 186 independent dealers around the
world who sell and service our machines and diesel engines. They have played a
pivotal role in helping us build and maintain close relationships with customers
and gain insights into how we can improve our products and services to better
fill customers’ needs.

Many features of Caterpillar’s distribution system are tailored to meet the
unique characteristics of our industry. For instance, our industry’s sales
volume is relatively low: Global sales of earthmoving equipment average 200,000
to 300,000 units per year. A relatively small number of dealers sell those
machines. Even though we might customize some features, such as the operator’s
cab or the paint job, the same standard product can be sold throughout the
world. The machines are expensive, but they stay in service for 10 to 12 years
on average; many operate for 20 to 30 years. And finally, because these products
operate in extremely tough environments, even the best-made, most durable
machines wear out and have parts that must be rebuilt or replaced, which
requires an organization that can service products quickly to minimize downtime.

Nevertheless, I believe the tight working relationships we have forged with our
independent dealers to meet our customers’ needs hold lessons for other
manufacturers of relatively standard big-ticket products that require
after-sales service and support. The lessons include the following:

Independent dealers know more about their customers’ needs than Catepillar ever
could.

 * Local dealers who are long-established members of their communities can get
   closer to customers than a global company can on its own; but to tap the full
   potential of such dealers, a company must forge extremely close ties with
   them and integrate them into its critical business systems. When treated in
   this way, dealers can serve as sources of market information and
   intelligence, as proxies for customers, as consultants, and as problem
   solvers. Indeed, our dealers play a vital role in almost every aspect of our
   business, including product design and delivery, service and field support,
   and the management of replacement-part inventories.

 * Dealers can be much more than a channel to customers. They can play an
   important role in providing customers with a wide range of services before
   and after the sale. Those services include advice on the selection and
   application of a product, financing, insurance, operator training,
   maintenance and repair, and help in deciding when it makes economic sense to
   replace a machine.



 * Creating an outstanding distribution organization requires significant
   investments by both the company and its independent dealers. Although those
   investments take the usual forms of money and capital assets, they also
   include softer assets such as training and developing a common understanding
   of what it takes to provide superior customer service.

 * The quality of the relationship between a company and its dealers is much
   more important than the contractual agreements or the techniques and tactics
   that make the relationship work on the surface. What matters is mutual trust,
   and that is fostered by observing a few simple rules: Share gain as well as
   pain; strive for continuity in relationships and consistency in policies; and
   communicate constantly. For a company that relies on independent dealers to
   present one face to its customers around the world, it must have uniform
   practices and performance standards for dealers and treat them all with equal
   consideration while recognizing that they are independent and unique in many
   ways.

 * When a company is deciding which new products to add to its line, it should
   consider two key factors: First, which new product contenders best fit its
   distribution system, and second, whether the distribution system will add
   value to the product in the eyes of the end user.

In most manufacturing industries, distribution and product support remain
underappreciated strategic assets. That situation will soon change because the
global winners over the next 10 to 20 years are going to be the companies with
the best distribution organizations that also provide superb customer support.
Engineering excellence, manufacturing efficiency, and quality are rapidly
becoming givens; everyone is going to need them to be a player. Indeed, most
companies deficient in those areas have already disappeared.

Although many Japanese companies had the early advantage in manufacturing
excellence, U.S. companies may have the edge this time around. Why? Because they
know more about distribution than anyone else. Whether we’re talking about
financial services or servicing products, U.S. companies have a real strength in
service. So this is a revolution they can really capitalize on if they treat
distribution as if it were as integral to their businesses as product design and
manufacturing. That’s one reason I feel very bullish about my own company. We
know how to do it. We have already built true partnerships with our dealers.

Quite frankly, distribution traditionally has not been a strength of Japanese
companies. Marketing people and salespeople historically have been looked down
upon in Japanese society. I saw that firsthand when I lived there in the 1970s.
We worked diligently with Mitsubishi Heavy Industries, our joint venture
partner, to help them understand the importance that we placed on the
distribution side of our business. At the time, a sales position just didn’t
have the same status in the social or company hierarchy as an engineering or
accounting position. I think that feeling still prevails in many Japanese
companies.

Many companies do not put a great deal of emphasis on after-sales service. One
possible reason for that in Japan is that the automobile and consumer
electronics industries (and many others) strive to make their products so well
that they don’t require parts or service. That approach, however, just doesn’t
work in our business, where machines are subjected to intense use. Caterpillar’s
approach to product design and support recognizes this fact. A critical design
criterion for our machines is that they can be repaired economically and
conveniently. And our highly integrated manufacturing and distribution systems
are designed so that we can replace a part in any machine anywhere in the world
within 48 hours. In the vast majority of cases, our dealers can provide the
replacement part on the spot. Our competitors cannot match that kind of
consistent performance; it is not unusual for one of their customers to have to
wait four or five days for a part.

One possible reason for the disparity is that few companies have integrated
their dealers into their business systems to the degree we have. Everyone in the
business world talks about the importance of the trust that exists between
Japanese manufacturers and their suppliers. But, in our industry, I don’t see
that same level of trust in their relationships with their distributors.

It is not uncommon for our competitors to bypass their distributors and sell
directly to the customer if they think a deal is important enough. We’d sooner
cut off our right arm than do that. Caterpillar sells directly to customers only
in the newly opened markets of formerly socialist countries and to
original-equipment manufacturers and the U.S. government. And in almost all
those cases, our dealers, not the company, provide the after-sales service and
support.

We’d sooner cut off our right arm than sell directly to customers and bypass our
dealers.

Over the years, people have said to me, “Isn’t it expensive to have all those
independent dealers? Couldn’t you make more money if you distributed and
serviced Caterpillar machines yourself?” I have always answered that the
knowledge of the local market and the close relations with customers that our
dealers provide are worth every penny. Our independent dealer in Novi, Michigan,
or in Bangkok, Thailand, knows so much more about the requirements of customers
in those locations than a huge corporation like Caterpillar could. Our dealers
tend to be prominent business leaders in their service territories who are
deeply involved in community activities and who are committed to living in the
area. Their reputations and long-term relationships are important because
selling our products is a personal business. As a result, Caterpillar never
appears as a remote presence or as the overseas branch of a foreign
multinational. (Two-thirds of our dealerships are located outside North America,
and the vast majority are privately held companies.)

After a product leaves our door, the dealers take over. They are the ones on the
front line. They’re the ones who live with a product for its lifetime. They’re
the ones the customers see. Although we offer financing and insurance, they
arrange those deals for the customers. They’re out there making sure that when a
machine is delivered, it’s in the condition it’s supposed to be in. They’re out
there training a customer’s operators. They service a product frequently
throughout its life, carefully monitoring a machine’s health and scheduling
repairs to prevent costly downtime.

The customer, the end user, knows that there is a $16 billion-plus company
called Caterpillar. But the dealer creates the image of a company that doesn’t
just stand behind its products but with its products anywhere in the world. Our
dealers are the reason that our motto—Buy the Iron, Get the Company—is not an
empty slogan.

A piece of construction equipment or a heavy-duty engine is a major capital
asset, and owners want a healthy return on their investment. Many of our
customers will pay a premium for machines they can count on. For example, high
in the mountains on the Indonesian province of Irian Jaya, Freeport-McMoRan
operates one of the largest copper and gold mines in the world, 24 hours a day,
365 days a year. At an altitude of more than 13,000 feet, the mine is accessible
only by aerial cableway or helicopter, and the ore is slurried through pipelines
to loading docks along the coast. The operation relies on more than 500 pieces
of Caterpillar mining and construction equipment—a total investment worth
several hundred million dollars—including loaders, track-type tractors, and
mammoth 240-ton, 2,000-plus-horsepower trucks. Many of these machines cost well
over $1 million apiece. The mine also depends on Caterpillar diesel-engine
generators as its sole source of electric power. If this equipment breaks down
for any length of time, the company doesn’t move ore. When that happens, it
loses money, and fast.

At the other end of the spectrum, the stakes are also high for the
small-business owner or independent contractor whose livelihood depends on a
$50,000, 79-horsepower backhoe loader. If that machine doesn’t function, work
doesn’t get done, deadlines are missed, related tasks have to be rescheduled,
customers and subcontractors get angry, reputations are affected, opportunities
open up for competitors, and money is lost.

To put it succinctly, our mission is to convince customers that our company and
our distribution organization are the best ones to keep their equipment running
in top condition. They have to believe that thanks to the way we design,
manufacture, and service our machines, they will have a higher percentage of
uptime than they would with a competitor’s product; thus they can reduce costs
and make more money than they could using another company’s equipment.

Obviously, Caterpillar bears great responsibility for designing and
manufacturing equipment that is durable and easily repaired, and over the past
decade, we have greatly improved our equipment in this regard. We have made our
systems more modular so that when, for example, a transmission needs to be
serviced or repaired, it can be removed much more quickly than before. And to
speed the process further, it often will be replaced with a new or
remanufactured exchange transmission from a dealer’s parts inventory.

Caterpillar also has developed the fastest and most comprehensive parts-delivery
system in any industry that I’m aware of. Although we have long guaranteed
delivery of any part anywhere in the world within 48 hours, our dealers now
provide more than 80% of the parts a customer wants immediately. And Caterpillar
ships more than 99% of the parts that a dealer does not have on hand the same
day the order is placed. Compare that to the automobile industry, in which the
average wait for a part that a dealer does not have in stock is likely to be
from two to seven days. Moreover, we have maintained this performance during a
period—the last ten years—when the number of parts that we service has more than
doubled because of explosive growth in our product line. In the past five years
alone, we have completely revamped our product line; in 1995, we introduced 49
new models, more than twice the number we introduced in 1991.

We maintain 22 parts facilities around the world, with more than 10 million
square feet of warehouse storage. We service 480,000 line items (different part
numbers), of which we stock 320,000. (Caterpillar’s and its suppliers’ factories
make the remaining 160,000 on demand.) We ship 84,000 items per day, or about
one per second every day of the year.

In addition, our dealers, each of whom typically stocks between 40,000 and
50,000 line items, have made huge investments in parts inventories, warehouses,
fleets of trucks, service bays, diagnostic and service equipment, sophisticated
information technology, and highly trained people. Indeed, our dealers, whose
investments in their individual businesses range from $10 million to more than
$100 million, collectively surpass our might. Their combined net worth is about
$5 billion, or about 1.5 times Caterpillar’s stockholders’ equity. They
collectively employ 73,600 people, about 19,000 more than Caterpillar. And while
their average revenues are about $150 million, several dealers have annual
revenues in the neighborhood of $1 billion.

It is somewhat misleading, however, to talk about “us” and “them,” because we
genuinely treat our system and theirs as one. Our joint distribution operations
are all linked by a worldwide computer network. I can turn to the computer on my
desk and find out how many machines in the world are waiting for a part. On this
particular day, it’s about 1,300, which is pretty good considering that there
are hundreds of thousands of Caterpillar machines out there.

But we aren’t resting on our laurels. We are now putting in place an information
system that will permit us to deliver a part before a customer even realizes
that he or she needs it. The system will monitor machines remotely and notify
the local dealer when a part is beginning to show signs of an impending failure
so that we can arrange to replace it before it fails. (See the insert “ Making
Global Connections at Caterpillar.”)

We are putting in place a system to deliver parts before customers realize they
need them.

MAKING GLOBAL CONNECTIONS AT CATERPILLAR BY: STEVEN E. PROKESCH

Imagine the following scenario. A part on a Caterpillar machine operating at a
copper mine in Chile begins to deteriorate. A ...



Significantly, Caterpillar does not view its distribution system as a one-way
channel from the factory to the customer. Rather, information about the customer
constantly feeds back into the system and drives new product development and
enhancements in service.

For example, a dealer advisory group recently helped us fine-tune the design of
a new line of motor graders under development. It pointed out that if the
graders were manufactured according to the original design, people would get mud
on their pants when reaching for a toolbox; moreover, operators taller than six
feet two would hit their heads when they stood up if the side panel was raised
to service or repair the machine. In response, we changed the location of the
toolbox and redesigned the panel so that it opens sideways.

We also work with dealers to survey every purchaser of a Cat machine at least
three times during the first two years after the sale. In addition, we survey
customers about delivery of parts and service. (We send out nearly 90,000
surveys each year and get a response rate of about 40%.) The data is enormously
useful both to the company and to dealers because it enables us to refine our
targets and strive for constant improvement along a variety of dimensions. For
example, the survey results helped persuade some dealers to change their
inventory practices to ensure that they always had the full range of batteries
and fan belts on hand.

We also involve dealers and customers in programs on product quality, cost
reduction, and other manufacturing issues. Our Partners in Quality program, for
example, links personnel at a factory responsible for building a particular
machine with people at selected high-volume dealerships. They meet quarterly to
discuss quality issues. In addition, those dealers audit each machine they
receive from the plant, and if there’s something wrong, they feed that
information back to the plant immediately. The idea is to catch problems as
early as we can—ideally, before they become problems the customer sees.

For example, one dealer discovered that hoses in a new model of motor grader had
been installed incorrectly. When the dealer alerted the factory in Decatur,
Illinois, we retrained the assembler, fixed the machines still in the factory,
and notified other dealers to fix the machines that we had already shipped, thus
correcting the problem before any machines had gone to customers. Similarly, our
dealer in Thailand felt that a pump in a new line of hydraulic excavators was
not durable enough for the rigors to which it was being subjected in that part
of the world. The dealer persuaded us to use a different pump on the machines
until we could redesign the one in question.

Besides helping us manufacture better products, our dealer network also
generates extraordinary and timely market intelligence. It’s a rich source of
information that enables us to introduce new products and support services
successfully. We were especially thankful for that network when we introduced
the D9L track-type tractor in the early 1980s.

The D9L, a machine weighing well over 100,000 pounds, is used primarily in
mining and heavy construction. It was one of our first tractors to utilize a new
design: an elevated sprocket that alters the shape of the track undercarriage
from a traditional oval to a triangle. The new design achieves a variety of
objectives: improved traction, reduced stress on the undercarriage and other
fast-wearing parts, easier and faster repairs, and improved productivity.
Accordingly, we priced the machine above competitors’ tractors that had more
traditional designs.

We began shipping the D9L in 1981. Our timing was hardly great. The U.S. mining
industry was in the doldrums. To make matters worse, Komatsu had recently
entered the U.S. market with aggressive pricing and a particular focus on mining
customers; it was also trying to penetrate the Middle East, another major
opportunity for the D9L.

In mid-1982, when we had several hundred machines operating throughout the
world, a potential disaster struck. As the machines approached 2,500 hours of
operation, they began to fail. It turned out that a variety of parts—ranging
from undercarriage components to water pumps to fan drives—were not as durable
as we had thought. Our dealers quickly identified and reported the problems, and
within weeks after the first machines had failed, we realized that we were
facing a major crisis. The reputation of the D9L, customers’ acceptance of the
new design, and our leadership in the large-tractor business were at stake.

Our dealers then helped us create and implement a comprehensive program for
repairing machines, replacing the culprit parts in machines that had not yet
failed, and assuring unhappy customers that we were on top of the problem. For
instance, several dealers, including Whayne Supply, based in Louisville,
Kentucky, and Bowmaker (now Finning) in the United Kingdom, assigned some of
their mechanics to serve on SWAT teams that repaired the machines quickly—often
during the night. Bowmaker dispatched teams of mechanics to assist Zahid, our
dealer in Saudi Arabia. And Whayne quickly provided extraordinary service that
prevented some important mining customers in Kentucky and southern Indiana from
bolting to competitors.

By mid-1983, just a year after we had first learned of the problems, virtually
all the D9Ls had been repaired. The result: We minimized downtime, customer
dissatisfaction evaporated, the D9L turned into a popular product, and the
elevated-sprocket tractor gave us an overwhelming advantage.

Even if Caterpillar is not the first to market with a product, our dealer
network allows the company to be a fast follower. For instance, our distribution
system made it possible for us to become one of the leading players in backhoe
loaders, a business we entered in the mid 1980s. A backhoe loader is a small
tractor with a hydraulic boom and excavation bucket mounted on the rear of the
vehicle, and a loader bucket in front. Like hydraulic excavators, the machines
are versatile and used for many different kinds of work. They are especially
popular with building-construction and utility contractors, who were not our
traditional customers.

After a rocky start, we have established a strong sales position, surging past
several entrenched competitors to capture the number two position in the
worldwide industry. It was not just our product but also our dealers that made
those gains possible. Not only did they invest in inventories of replacement
parts needed to support the new product, they also invested sizable sums in
rental fleets when it became clear that many small contractors preferred to
rent, rather than buy, the machines. In addition, they aggressively added
salespeople to call on these smaller customers, with whom we hadn’t
traditionally had much contact.

On the other hand, we are careful not to misuse our distribution system. We
don’t design and manufacture something and then think about distribution;
instead, we consider it a critical part of our value equation. Because we
understand the competitive advantage provided by our dealers, the first
questions we always ask when considering which new products to add are, How else
can we leverage our distribution system around the world, and can our system add
value? If the answer to the latter is yes, then customers, dealers, and
Caterpillar will all benefit. That’s why we got into truck engines and the big
6,000-kilowatt generator sets. And that’s one of the reasons we recently entered
the agricultural equipment business with our rubber-belted Challenger series of
tractors.

When considering which new products to add, we always ask how we can leverage
our distribution system.

We haven’t changed; the agricultural equipment business has, and now it fits our
distribution organization. Thirty or 40 years ago, manufacturers needed a
mom-and-pop dealership in every town to compete. That is no longer true. The
farmers out there today are sophisticated businesspeople. They don’t care
whether there’s a dealer in their home-town; they’ll buy from centers within 150
miles of their farms when they can get products of superior technology and the
high level of service and parts support that our dealers offer. And so we see a
real growth opportunity in agricultural equipment.

Highway-truck engines provide another case in point. Although we sell these
engines directly to original-equipment manufacturers, our dealers invest time
and money to influence truck owners to ask for Cat engines. That makes sense for
all involved because parts-and-service support for our engines is conducted by
or channeled through Caterpillar dealers. Once again, our distribution system
adds value and the end user benefits.

We have good relationships with dealers not just because they like us but
because the investment is good for them and for Caterpillar, and because both
parties work to strengthen the relationship. Both parties invest heavily in
maintaining a relationship built on trust, confidence, and shared interests and
rewards. The rules don’t change, so everyone knows what to expect of one
another. We expect our dealers to be industry leaders, to provide the best
customer support, and to demonstrate leadership in their communities. And they
expect the highest-value products and services from us.

I hear a lot of talk about trust between manufacturers and their suppliers and
distributors, but few companies really put the talk into practice. The kind of
trust that exists between Caterpillar and its dealers is something that could be
built up only over generations. Our dealership agreements are documents that run
just a few pages. They have no expiration date, and either party can terminate
without cause on 90 days’ notice. But turnover is rare because we recognize that
we’re in this together. The final decision either to terminate or to appoint any
dealer in the world rests with the CEO of this company; no one else at
Caterpillar can make that decision.

The foundation of our relationship is that both sides profit from their
respective investments in the distribution system. Our dealers are entrepreneurs
who know how to make money. They also know very well that Caterpillar is much
more than just a good account—we are a valuable long-term business associate.

Our tight relationships are based on a handful of principles and practices. They
include the following:

We don’t gouge our dealers. When times get tough, many companies turn on their
dealers to prop up their own profits. Similarly, when a particularly lucrative
opportunity presents itself, many companies will try to grab all the riches for
themselves. We won’t bypass our dealers for short-term gain or turn on them to
avoid short-term pain.

We won’t bypass our dealers in good times for short-term gain or turn on them in
bad times to avoid short-term pain.

During the 1970s, when the Alaskan pipeline was built, the pipeline consortium
demanded that we sell directly to them or else they would buy from our
competitors. We refused. In the end, the consortium did buy our equipment—from a
joint venture between our Alaskan dealer and a Missouri dealer with a proven
record of performance serving pipeline customers.

Even more telling are the sacrifices we made to keep our distribution
organization financially viable during the 1980s and during an industry slump in
the early 1990s. Caterpillar’s challenges during the 1980s stemmed from the
collective impact of several trends. The energy shock that followed the Iranian
revolution triggered a deep global recession that affected customers in every
part of the world; unit sales in the industry dropped about 40% around the world
in one year. Japanese and European competitors aggressively targeted North
America. Compounding Caterpillar’s difficulties, our costs were too high, the
value of the dollar began to soar, especially against the yen, and competitors
were establishing higher standards for manufacturing and product development
processes. We had work to do.

But it wasn’t our dealers’ fault that we were not more competitive. We didn’t
want them to bear the brunt of our problems, so we decided to shoulder most of
the burden. Strategically, that was the right thing to do, but it was painful.
For three straight years—1982, 1983, and 1984—we lost about a million dollars a
day, or $953 million in total. But I don’t think we lost a single dealer around
the world.

We weren’t being altruistic. We needed our dealers to defend our market
leadership. We understood that if we let Komatsu or any other competitor erode
our position in the United States, Europe, Asia, or anywhere else, it would cost
us five times as much to get it back as it would to defend it. That is the
difference between taking a long-term view of business and taking a short-term
view.

Our approach was vindicated when the industry recovered. For example, every one
of our five dealers in Mexico survived that terrible period. Our competitors’
dealers struggled and many failed. When the good times returned, we were the
only ones with a viable dealer organization in Mexico, and we got the vast
majority of the business and still have it.

We have continued to operate in the same way. We again protected our dealers
when our markets slumped in the early 1990s. In the United States, for example,
our dealers remained financially sound throughout the recession and were able to
order machines in advance of the upturn in late 1993. In contrast, many of our
competitors’ dealers went out of business or were financially zapped during the
slump and could not get the financing they needed to buy machines.

We give our dealers extraordinary support. On the face of it, much of the
support that we offer dealers may not sound unusual. Like other manufacturers,
Caterpillar helps its dealers finance purchases by customers. It supports
dealers in inventory management and control, logistics, equipment management,
and maintenance programs. For example, we have long supplied our dealers with
sophisticated software that incorporates some of the best practices in those
areas. The company also publishes a huge volume of technical material each year
and underwrites technical training and support for dealers’ personnel in such
areas as managing quality, continuous improvement, benchmarking, cost
management, and communications. And we are prepared to respond to any need for
training that a dealer identifies, whether it be in planning, forecasting,
information systems, marketing and advertising, or other business functions.

We also give our dealers wholehearted support when one of our competitors zeroes
in on a territory and tries to create a beachhead by offering dramatically low
prices. Sometimes that means helping our dealer meet the competition by offering
lower prices. At other times, it means helping the dealer fight back with a
marketing campaign emphasizing that a Cat machine’s lifetime cost is much lower
than a competitor’s. In still other situations, it might mean helping the dealer
cut costs.

We ensure that our dealerships are well run. Every year, we review all our
dealers’ performance—in terms of sales, market position, service capability,
organizational structure, and plans for ownership and management continuity—to
establish the areas that each dealer needs to work on during the next year. In
addition, finance people in each of our sales regions review the dealerships’
financials with their principals on a semiannual basis.

When we see particular dealers not performing well, we jump in and help them. We
take poor performance seriously—we want dealers to succeed. We’ll show a dealer
how his or her financial and operating ratios stack up against those of
comparable dealers, because generally it’s something internal that makes one
less profitable than another—such as sloppy inventory management, not enough
servicepeople, or too much overhead. We will help him or her develop programs to
improve the operation’s profitability.

When we see particular dealers not performing well, we jump in and help them. We
want dealers to succeed.

Although it is a rare occurrence, the hardest situation is when the problem
really is the owner’s poor leadership. Even in those cases, we won’t sit on the
sidelines. We try to find a solution that the owner can accept. Maybe it’s
bringing in a new partner. Maybe it’s giving a son or daughter a chance. Maybe
it’s hiring an outsider to run the business until someone else in the family is
ready. Whatever the solution, we will not simply watch while a dealership
declines.

We communicate fully, frequently, and honestly. There are no secrets between our
dealers and us. We have the financial statements and key operating data of every
dealer in the world. Dealers wouldn’t give us that information if they didn’t
trust us. In addition, virtually all Caterpillar and dealer employees have
real-time access to continually updated databases of service information, sales
trends and forecasts, customer satisfaction surveys, and other critical data.

As you would with all valuable business associates, we take pains to keep the
dealers fully informed about the key issues facing the company. Top-level
Caterpillar managers meet annually with key people from the dealerships at
regional conferences, where we discuss our sales goals for each product line and
what each party has to do to achieve them. In addition, we periodically invite
all 186 dealers to a weeklong conference in Peoria for a comprehensive review of
strategy, product plans, and marketing policies.

There is also a lot of routine contact between people at the dealerships and
people at all levels of Caterpillar. At lower levels, there is daily
communication. But it’s also not unusual for dealers’ principals and senior
corporate staff to speak several times a week. In the last five years in
particular, we have made a conscious effort to increase the exposure of people
in our organization to dealers. Our reorganization in 1990 from functional
groups into profit centers greatly increased our contacts with dealers.
Virtually everyone from the youngest design engineer to the CEO now has contact
with somebody in our dealer organizations. We recognize the tremendous value of
the market knowledge that our dealers gain from being on the front lines every
day with our customers.

We believe strong business relationships are personal. It would be easy for an
outside observer to assume that the structures we have created—the annual
conferences, the strategy meeting, the profit centers, and the dealer advisory
councils—are the backbone of the relationship with our dealers. But the form is
the easy part. What caused the deep relationships to develop are the close
personal ties that have been nurtured. Those ties form a kind of family
relationship.

When I see Chappy Chapman, a retired executive vice president who was my boss
for a long time, out on the golf course, he always asks about particular dealers
or about their children, who may be running the business now. And every time I
see those dealers, they inquire, “How’s Chappy?” That’s the sort of relationship
we have.

Dealers can call me or any senior corporate officer at any time, and they do.
Virtually any dealer in the world is free to walk in my door. I’ll know how much
money he made last year and his market position. And I’ll know what is happening
in his family. I consider the majority of dealers personal friends. Of course,
one reason I know the dealers so well is that I rose through our distribution
organization. But my predecessors, who had a variety of backgrounds, understood
the importance of distribution, too.

I’m not reluctant to tell dealers what I think they’re doing wrong. And they are
not reluctant to tell us where we are lacking.

Don’t get me wrong. There’s no dealer worshiping around here. I say they’re
personal friends, but I’m not reluctant to tell them what I think they’re doing
wrong in their service territories. And they are not reluctant to tell us where
we are lacking. If you’re unsure of each other, you can’t have that kind of
honest give-and-take.

We strive to keep dealerships in the family. Continuity reinforces mutual trust,
limits disputes, encourages sharing of information, and generates larger gains
for everyone. To that end, we prefer to work with privately held enterprises,
which typically enjoy longer-term management continuity than public companies.

The CEO’s tenure at many public companies is five or six years at most. That is
not long enough for us. As I noted, the average life span of a piece of
construction equipment is 10 to 12 years, and many machines operate for 20 to 30
years. In addition, many of our customers are privately held concerns that value
long-term personal relationships.

On average, our dealerships have remained in the hands of the same family or
company for more than 50 years. Some of these relationships, including many
overseas, predate the 1925 merger that created Caterpillar. And, with rare
exceptions, these dealers derive 90% or more of their revenue from selling and
supporting our products; for many, it’s 100%. From the company’s early years, we
have believed that an individual with most of his or her wealth tied up in a
Caterpillar dealership is going to do a better job than somebody who has little
or nothing at risk.

We actively help dealers keep the business in the family. For example, when the
principal of a privately held dealership is about 50 years old, we hold seminars
for the family on tax issues and succession planning—both financial and
management. These seminars are held two or three times during the principal’s
active working life to ensure that the next generation is ready.

We also take proactive steps to try to interest children of dealership owners in
the business. We recently held a conference in Peoria that was attended by 20 to
25 sons and daughters, who ranged in age from 15 to 23. The idea was to
introduce them to Caterpillar, to get them interested in the business, and to
allow them to meet their peers. We took them to the plants. We let them operate
machines. And we talked to them about what we expect of dealer principals.

We also encourage owners to involve their kids in their dealerships from an
early age. We help owners orchestrate a range of summer jobs and then full-time
jobs when their children graduate from college. We might suggest that a dealer
have a son or daughter work as a parts salesperson for two years, then run the
engine business, and next be put in charge of product support. In that way, when
the principals are ready to retire, we have seen enough of their children to
know what they can do and which ones are capable of taking over the business.

We also strive for management continuity at the small number of Caterpillar
dealerships owned by public companies. For example, we encourage their boards to
establish long CEO tenures, and we push them to take succession planning
seriously.• • •

Of course, our relationships with our dealers are not perfect. The boundaries of
service territories, product and pricing policies, and our preference that
dealers shun diversification can be sources of friction. But we think we are
better than most companies at resolving such conflicts. That’s because of our
mutual interests and the respect Caterpillar managers and dealers hold for one
another. It is also because of our emotional commitment to the business and to
one another.

I have worked for Caterpillar for 39 years and have held jobs all over the
world. I love the equipment we sell. I feel great when I’m out on a construction
job watching our equipment work. It’s real. You can be proud of it. It looks
good. It performs well. If you look around at the highway system you drive on,
the water that flows into your home, the electricity that is supplying you with
power, chances are our equipment made it possible somewhere along the way.
Plenty of Caterpillar managers and dealers share my feelings.

I’m not so naïve as to think that people would invest their fortunes in a
dealership if they did not believe they were going to get an attractive return.
But I think there’s more to it than that. What people understand about being a
Caterpillar dealer is that it transcends the financial reward. There’s a
camaraderie among our dealers around the world that really makes it more than
just a financial arrangement. They feel that what they’re doing is good for the
world because they are part of an organization that makes, sells, and tends to
the machines that make the world work.

A version of this article appeared in the March–April 1996 issue of Harvard
Business Review.

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NEURAL.ONE

Cookie duration: 365 (days).

Data collected and processed: Non-precise location data, IP addresses,
Probabilistic identifiers, Privacy choices, Device characteristics, Browsing and
interaction data

more

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
Consent


ADITION (VIRTUAL MINDS GMBH)

Cookie duration: 365 (days).

Data collected and processed: Non-precise location data, IP addresses,
Probabilistic identifiers, Users’ profiles, Privacy choices, User-provided data,
Device characteristics, Precise location data, Browsing and interaction data,
Device identifiers

more

Cookie duration resets each session.


View details | Storage details | Privacy policylaunch
Consent


ACTIVE AGENT (VIRTUAL MINDS GMBH)

Cookie duration: 365 (days).

Data collected and processed: Non-precise location data, IP addresses,
Probabilistic identifiers, Users’ profiles, Privacy choices, User-provided data,
Device characteristics, Precise location data, Browsing and interaction data,
Device identifiers

more

Cookie duration resets each session.


View details | Storage details | Privacy policylaunch
Consent


TABOOLA EUROPE LIMITED

Cookie duration: 366 (days).

Data collected and processed: Non-precise location data, IP addresses,
Probabilistic identifiers, Users’ profiles, Privacy choices, Device
characteristics, Browsing and interaction data, Device identifiers

more

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
Consent


EQUATIV

Cookie duration: 396 (days).

Data collected and processed: Authentication-derived identifiers, Non-precise
location data, IP addresses, Probabilistic identifiers, Users’ profiles, Privacy
choices, Device characteristics, Precise location data, Browsing and interaction
data, Device identifiers

more

Uses other forms of storage.


View details | Storage details | Privacy policylaunch
Consent


ADFORM A/S

Cookie duration: 1 (days).

Data collected and processed: Authentication-derived identifiers, Non-precise
location data, IP addresses, Probabilistic identifiers, Users’ profiles, Privacy
choices, User-provided data, Device characteristics, Browsing and interaction
data, Device identifiers

more




View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


MAGNITE, INC.

Cookie duration: 365 (days).

Data collected and processed: Non-precise location data, IP addresses,
Probabilistic identifiers, Privacy choices, Device characteristics, Precise
location data, Browsing and interaction data, Device identifiers

more

Uses other forms of storage.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


RATEGAIN ADARA INC

Cookie duration: 730 (days).

Data collected and processed: Authentication-derived identifiers, Non-precise
location data, IP addresses, Users’ profiles, Privacy choices, User-provided
data, Device characteristics, Browsing and interaction data, Device identifiers

more




View details | Storage details | Privacy policylaunch
Consent


SIFT MEDIA, INC

Doesn't use cookies.

Data collected and processed: Non-precise location data, IP addresses, Device
characteristics, Precise location data, Device identifiers

more




View details | Privacy policylaunch
Consent


RAKUTEN MARKETING LLC

Cookie duration: 730 (days).

Data collected and processed: Authentication-derived identifiers, Non-precise
location data, IP addresses, Probabilistic identifiers, Users’ profiles, Privacy
choices, User-provided data, Device characteristics, Browsing and interaction
data, Device identifiers

more

Cookie duration resets each session. Uses other forms of storage.


View details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


LUMEN RESEARCH LIMITED

Doesn't use cookies.

Data collected and processed: Non-precise location data, IP addresses, Device
characteristics, Browsing and interaction data

more




View details | Privacy policylaunch
Legitimate interesthelp_outline


AMAZON AD SERVER

Cookie duration: 396 (days).

Data collected and processed: Authentication-derived identifiers, Non-precise
location data, IP addresses, Users’ profiles, Privacy choices, Device
characteristics, Browsing and interaction data, Device identifiers

more

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


OPENX

Cookie duration: 365 (days).

Data collected and processed: Non-precise location data, IP addresses, Privacy
choices, Device characteristics, Browsing and interaction data, Device
identifiers

more

Cookie duration resets each session.


View details | Storage details | Privacy policylaunch
Consent


YIELDLAB (VIRTUAL MINDS GMBH)

Cookie duration: 365 (days).

Data collected and processed: Non-precise location data, IP addresses, Users’
profiles, Privacy choices, User-provided data, Device characteristics, Precise
location data, Browsing and interaction data, Device identifiers

more

Cookie duration resets each session.


View details | Storage details | Privacy policylaunch
Consent


ROKU ADVERTISING SERVICES

Cookie duration: 396 (days).

Data collected and processed: Authentication-derived identifiers, Non-precise
location data, IP addresses, Probabilistic identifiers, Users’ profiles, Privacy
choices, User-provided data, Device characteristics, Precise location data,
Browsing and interaction data, Device identifiers

more

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


SIMPLIFI HOLDINGS LLC

Cookie duration: 366 (days).

Data collected and processed: IP addresses, Precise location data, Device
identifiers

more

Uses other forms of storage.


View details | Privacy policylaunch
Consent


PUBMATIC, INC

Cookie duration: 90 (days).

Data collected and processed: Authentication-derived identifiers, Non-precise
location data, IP addresses, Probabilistic identifiers, Users’ profiles, Privacy
choices, User-provided data, Device characteristics, Precise location data,
Browsing and interaction data, Device identifiers

more

Uses other forms of storage.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


COMSCORE B.V.

Cookie duration: 720 (days).

Data collected and processed: Authentication-derived identifiers, IP addresses,
Probabilistic identifiers, Privacy choices, User-provided data, Device
characteristics, Browsing and interaction data, Device identifiers

more

Cookie duration resets each session. Uses other forms of storage.


View details | Privacy policylaunch
Consent


FLASHTALKING

Cookie duration: 730 (days).

Data collected and processed: Authentication-derived identifiers, Non-precise
location data, IP addresses, Probabilistic identifiers, Users’ profiles, Privacy
choices, Device characteristics, Browsing and interaction data, Device
identifiers

more




View details | Privacy policylaunch
Consent


PULSEPOINT, INC.

Cookie duration: 365 (days).

Data collected and processed: IP addresses, Device characteristics, Device
identifiers

more

Cookie duration resets each session. Uses other forms of storage.


View details | Privacy policylaunch
Consent


SMAATO, INC.

Cookie duration: 21 (days).

Data collected and processed: Authentication-derived identifiers, Non-precise
location data, IP addresses, Users’ profiles, Privacy choices, User-provided
data, Device characteristics, Precise location data, Browsing and interaction
data, Device identifiers

more

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


SEMASIO GMBH

Cookie duration: 366 (days).

Data collected and processed: IP addresses, Privacy choices, Browsing and
interaction data, Device identifiers

more

Cookie duration resets each session.


View details | Storage details | Privacy policylaunch
Consent


CRIMTAN HOLDINGS LIMITED

Cookie duration: 365 (days).

Data collected and processed: Authentication-derived identifiers, Non-precise
location data, IP addresses, Probabilistic identifiers, Users’ profiles, Privacy
choices, User-provided data, Device characteristics, Precise location data,
Browsing and interaction data, Device identifiers

more

Cookie duration resets each session.


View details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


GENIUS SPORTS UK LIMITED

Cookie duration: 365 (days).

Data collected and processed: Authentication-derived identifiers, Non-precise
location data, IP addresses, Probabilistic identifiers, Users’ profiles, Privacy
choices, Device characteristics, Browsing and interaction data, Device
identifiers

more

Cookie duration resets each session.


View details | Storage details | Privacy policylaunch
Consent


CRITEO SA

Cookie duration: 390 (days).

Data collected and processed: Authentication-derived identifiers, Non-precise
location data, IP addresses, Probabilistic identifiers, Users’ profiles, Privacy
choices, Device characteristics, Browsing and interaction data, Device
identifiers

more

Uses other forms of storage.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


ADLOOX SA

Doesn't use cookies.

Data collected and processed: Non-precise location data, IP addresses,
Probabilistic identifiers, Device characteristics, Browsing and interaction
data, Device identifiers

more

Uses other forms of storage.


View details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


BLIS GLOBAL LIMITED

Cookie duration: 400 (days).

Data collected and processed: Authentication-derived identifiers, Non-precise
location data, IP addresses, Probabilistic identifiers, Users’ profiles, Privacy
choices, User-provided data, Device characteristics, Precise location data,
Browsing and interaction data, Device identifiers

more

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
Consent


LOTAME SOLUTIONS, INC

Cookie duration: 274 (days).

Data collected and processed: Authentication-derived identifiers, IP addresses,
Probabilistic identifiers, Users’ profiles, Privacy choices, User-provided data,
Device characteristics, Browsing and interaction data, Device identifiers

more

Cookie duration resets each session. Uses other forms of storage.


View details | Privacy policylaunch
Consent


LIVERAMP

Cookie duration: 365 (days).

Data collected and processed: Authentication-derived identifiers, Non-precise
location data, IP addresses, Privacy choices, Device characteristics, Browsing
and interaction data, Device identifiers

more

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
Consent


GROUPM UK LIMITED

Cookie duration: 395 (days).

Data collected and processed: Authentication-derived identifiers, Non-precise
location data, IP addresses, Probabilistic identifiers, Privacy choices, Device
characteristics, Precise location data, Browsing and interaction data, Device
identifiers

more

Cookie duration resets each session.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


LOOPME LIMITED

Cookie duration: 90 (days).

Data collected and processed: Non-precise location data, IP addresses,
Probabilistic identifiers, Users’ profiles, Privacy choices, User-provided data,
Device characteristics, Precise location data, Browsing and interaction data,
Device identifiers

more

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
Consent


DYNATA LLC

Cookie duration: 365 (days).

Data collected and processed: Authentication-derived identifiers, Non-precise
location data, IP addresses, Users’ profiles, Privacy choices, User-provided
data, Device characteristics, Browsing and interaction data, Device identifiers

more

Cookie duration resets each session.


View details | Storage details | Privacy policylaunch
Consent


ASK LOCALA

Doesn't use cookies.

Data collected and processed: Non-precise location data, IP addresses, Privacy
choices, Device characteristics, Precise location data, Device identifiers

more

Uses other forms of storage.


View details | Privacy policylaunch
Consent


NEAR INTELLIGENCE

Doesn't use cookies.

Data collected and processed: Non-precise location data, IP addresses, Device
characteristics, Precise location data, Browsing and interaction data, Device
identifiers

more

Uses other forms of storage.


View details | Privacy policylaunch
Consent


DOUBLEVERIFY INC.

Doesn't use cookies.

Data collected and processed: Non-precise location data, IP addresses,
Probabilistic identifiers, Privacy choices, Device characteristics, Browsing and
interaction data

more




View details | Privacy policylaunch
Legitimate interesthelp_outline


BIDSWITCH GMBH

Cookie duration: 365 (days).

Data collected and processed: Authentication-derived identifiers, Non-precise
location data, IP addresses, Probabilistic identifiers, Privacy choices, Device
characteristics, Precise location data, Browsing and interaction data, Device
identifiers

more

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
Consent


IPONWEB GMBH

Cookie duration: 365 (days).

Data collected and processed: Authentication-derived identifiers, Non-precise
location data, IP addresses, Privacy choices, User-provided data, Device
characteristics, Browsing and interaction data, Device identifiers

more

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
Consent


NEXTROLL, INC.

Cookie duration: 183 (days).

Data collected and processed: Non-precise location data, IP addresses, Users’
profiles, Privacy choices, User-provided data, Device characteristics, Browsing
and interaction data, Device identifiers

more

Cookie duration resets each session.


View details | Privacy policylaunch
Consent


TEADS FRANCE SAS

Cookie duration: 365 (days).

Data collected and processed: Non-precise location data, IP addresses,
Probabilistic identifiers, Users’ profiles, Privacy choices, Device
characteristics, Browsing and interaction data, Device identifiers

more

Uses other forms of storage.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


STRÖER SSP GMBH (SSP)

Cookie duration: 365 (days).

Data collected and processed: Non-precise location data, IP addresses,
Probabilistic identifiers, Users’ profiles, Privacy choices, Device
characteristics, Browsing and interaction data, Device identifiers

more

Uses other forms of storage.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


OS DATA SOLUTIONS GMBH & CO. KG

Cookie duration: 90 (days).

Data collected and processed: Non-precise location data, IP addresses,
Probabilistic identifiers, Users’ profiles, Privacy choices, User-provided data,
Device characteristics, Browsing and interaction data, Device identifiers

more

Uses other forms of storage.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


PERMODO GMBH

Doesn't use cookies.

Data collected and processed: Non-precise location data, IP addresses, Users’
profiles, Privacy choices, Device characteristics, Browsing and interaction
data, Device identifiers

more

Uses other forms of storage.


View details | Privacy policylaunch
Consent


PLATFORM161 B.V.

Cookie duration: 396 (days).

Data collected and processed: Non-precise location data, IP addresses,
Probabilistic identifiers, Users’ profiles, Privacy choices, Device
characteristics, Precise location data, Browsing and interaction data, Device
identifiers

more

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
Consent


ADACADO TECHNOLOGIES INC. (DBA ADACADO)

Cookie duration: 365 (days).

Data collected and processed: Non-precise location data, IP addresses, Privacy
choices, Browsing and interaction data

more

Cookie duration resets each session.


View details | Storage details | Privacy policylaunch
Consent


BASIS GLOBAL TECHNOLOGIES, INC.

Cookie duration: 365 (days).

Data collected and processed: Authentication-derived identifiers, Non-precise
location data, IP addresses, Users’ profiles, Privacy choices, Device
characteristics, Precise location data, Browsing and interaction data, Device
identifiers

more

Cookie duration resets each session.


View details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


SMADEX, S.L.U.

Cookie duration: 365 (days).

Data collected and processed: Non-precise location data, IP addresses,
Probabilistic identifiers, Users’ profiles, Privacy choices, User-provided data,
Device characteristics, Device identifiers

more

Cookie duration resets each session.


View details | Storage details | Privacy policylaunch
Consent


BOMBORA INC.

Cookie duration: 365 (days).

Data collected and processed: Authentication-derived identifiers, Non-precise
location data, IP addresses, Users’ profiles, Device characteristics, Browsing
and interaction data, Device identifiers

more

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


EASYMEDIA GMBH

Cookie duration: 365 (days).

Data collected and processed: Non-precise location data, IP addresses,
Probabilistic identifiers, Users’ profiles, Privacy choices, Device
characteristics, Precise location data, Browsing and interaction data, Device
identifiers

more

Cookie duration resets each session.


View details | Storage details | Privacy policylaunch
Consent


REMERGE GMBH

Doesn't use cookies.

Data collected and processed: Non-precise location data, IP addresses, Device
characteristics, Browsing and interaction data, Device identifiers

more

Uses other forms of storage.


View details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


ADVANCED STORE GMBH

Cookie duration: 365 (days).

Data collected and processed: Device identifiers

more

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


MAGNITE CTV, INC.

Cookie duration: 366 (days).

Data collected and processed: Non-precise location data, IP addresses,
Probabilistic identifiers, Privacy choices, Device characteristics, Precise
location data, Browsing and interaction data, Device identifiers

more




View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


DELTA PROJECTS AB

Cookie duration: 365 (days).

Data collected and processed: Authentication-derived identifiers, Non-precise
location data, IP addresses, Probabilistic identifiers, Users’ profiles, Privacy
choices, User-provided data, Device characteristics, Precise location data,
Browsing and interaction data, Device identifiers

more




View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


USEMAX ADVERTISEMENT (EMEGO GMBH)

Cookie duration: 365 (days).

Data collected and processed: Users’ profiles

more

Cookie duration resets each session.


View details | Storage details | Privacy policylaunch
Consent


EMETRIQ GMBH

Cookie duration: 365 (days).

Data collected and processed: Authentication-derived identifiers, Non-precise
location data, IP addresses, Probabilistic identifiers, Users’ profiles, Privacy
choices, User-provided data, Device characteristics, Browsing and interaction
data, Device identifiers

more

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
Consent


PUBLICIS MEDIA GMBH

Cookie duration: 1825 (days).

Data collected and processed: Authentication-derived identifiers, Non-precise
location data, IP addresses, Probabilistic identifiers, Users’ profiles, Privacy
choices, User-provided data, Device characteristics, Browsing and interaction
data, Device identifiers

more

Cookie duration resets each session. Uses other forms of storage.


View details | Privacy policylaunch
Consent


M.D. PRIMIS TECHNOLOGIES LTD.

Cookie duration: 25 (days).

Data collected and processed: Non-precise location data, IP addresses,
Probabilistic identifiers, Privacy choices, User-provided data, Device
characteristics, Browsing and interaction data, Device identifiers

more




View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


ONETAG LIMITED

Cookie duration: 396 (days).

Data collected and processed: Non-precise location data, IP addresses, Privacy
choices, Device characteristics, Browsing and interaction data, Device
identifiers

more

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
Consent


CLOUD TECHNOLOGIES S.A.

Cookie duration: 365 (days).

Data collected and processed: Authentication-derived identifiers, Non-precise
location data, IP addresses, Users’ profiles, Privacy choices, Device
characteristics, Browsing and interaction data, Device identifiers

more

Cookie duration resets each session.


View details | Privacy policylaunch
Consent


SMARTOLOGY LIMITED

Doesn't use cookies.

Data collected and processed: IP addresses

more

Uses other forms of storage.


View details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


IMPROVE DIGITAL

Cookie duration: 90 (days).

Data collected and processed: Authentication-derived identifiers, Non-precise
location data, IP addresses, Probabilistic identifiers, Users’ profiles, Privacy
choices, User-provided data, Device characteristics, Precise location data,
Browsing and interaction data, Device identifiers

more

Cookie duration resets each session.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


ADOBE ADVERTISING CLOUD

Cookie duration: 365 (days).

Data collected and processed: Authentication-derived identifiers, IP addresses,
Privacy choices, Device identifiers

more




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ConsentLegitimate interesthelp_outline


BANNERFLOW AB

Cookie duration: 366 (days).

Data collected and processed: Non-precise location data, IP addresses, Privacy
choices, Device characteristics

more




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ConsentLegitimate interesthelp_outline


TABMO SAS

Doesn't use cookies.

Data collected and processed: Non-precise location data, IP addresses,
Probabilistic identifiers, Users’ profiles, Privacy choices, User-provided data,
Device characteristics, Precise location data, Browsing and interaction data,
Device identifiers

more

Uses other forms of storage.


View details | Privacy policylaunch
Consent


INTEGRAL AD SCIENCE (INCORPORATING ADMANTX)

Doesn't use cookies.

Data collected and processed: Non-precise location data, IP addresses, Privacy
choices, Device characteristics, Browsing and interaction data

more




View details | Privacy policylaunch
Legitimate interesthelp_outline


WIZALY

Cookie duration: 365 (days).

Data collected and processed: Authentication-derived identifiers, Non-precise
location data, IP addresses, Privacy choices, Device characteristics, Browsing
and interaction data

more

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
Consent


WEBORAMA

Cookie duration: 393 (days).

Data collected and processed: Authentication-derived identifiers, Non-precise
location data, IP addresses, Probabilistic identifiers, Users’ profiles, Privacy
choices, User-provided data, Device characteristics, Browsing and interaction
data, Device identifiers

more

Uses other forms of storage.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


JIVOX CORPORATION

Cookie duration: 30 (days).

Data collected and processed: Non-precise location data, IP addresses, Users’
profiles, Privacy choices, Precise location data, Browsing and interaction data,
Device identifiers

more

Cookie duration resets each session.


View details | Storage details | Privacy policylaunch
Consent


SAGE+ARCHER BV

Doesn't use cookies.

Data collected and processed: Non-precise location data

more




View details | Privacy policylaunch
Consent


ON DEVICE RESEARCH LIMITED

Cookie duration: 30 (days).

Data collected and processed: Non-precise location data, IP addresses,
User-provided data, Device characteristics, Precise location data, Browsing and
interaction data, Device identifiers

more




View details | Storage details | Privacy policylaunch
Consent


ROCKABOX MEDIA LTD

Doesn't use cookies.

Data collected and processed: Non-precise location data, IP addresses, Device
characteristics, Browsing and interaction data

more




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Legitimate interesthelp_outline


EXACTAG GMBH

Cookie duration: 180 (days).

Data collected and processed: Authentication-derived identifiers, IP addresses,
Privacy choices, Device characteristics, Browsing and interaction data, Device
identifiers

more

Cookie duration resets each session.


View details | Storage details | Privacy policylaunch
Consent


CELTRA INC.

Doesn't use cookies.

Data collected and processed: IP addresses, Device characteristics, Precise
location data, Device identifiers

more

Uses other forms of storage.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


MAINADV SRL

Cookie duration: 30 (days).

Data collected and processed: Non-precise location data, IP addresses, Privacy
choices, User-provided data, Device characteristics, Browsing and interaction
data, Device identifiers

more

Uses other forms of storage.


View details | Privacy policylaunch
Consent


GEMIUS SA

Cookie duration: 1825 (days).

Data collected and processed: Users’ profiles, Privacy choices, Device
characteristics, Browsing and interaction data, Device identifiers

more

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
Consent


THE KANTAR GROUP LIMITED

Cookie duration: 914 (days).

Data collected and processed: Non-precise location data, IP addresses, Privacy
choices, Device characteristics, Browsing and interaction data, Device
identifiers

more

Cookie duration resets each session. Uses other forms of storage.


View details | Privacy policylaunch
Consent


NIELSEN MEDIA RESEARCH LTD.

Cookie duration: 120 (days).

Data collected and processed: IP addresses, Privacy choices, Device
characteristics, Browsing and interaction data, Device identifiers

more

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


SOLOCAL SA

Cookie duration: 396 (days).

Data collected and processed: Non-precise location data, IP addresses, Users’
profiles, Privacy choices, User-provided data, Device characteristics, Precise
location data, Browsing and interaction data, Device identifiers

more

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


PIXALATE, INC.

Doesn't use cookies.

Data collected and processed: Non-precise location data, IP addresses, Device
characteristics, Browsing and interaction data, Device identifiers

more




View details | Storage details | Privacy policylaunch
Consent


ORACLE ADVERTISING

Cookie duration: 180 (days).

Data collected and processed: Authentication-derived identifiers, Non-precise
location data, IP addresses, Users’ profiles, Privacy choices, User-provided
data, Device characteristics, Browsing and interaction data, Device identifiers

more

Uses other forms of storage.


View details | Storage details | Privacy policylaunch
Consent


NUMBERLY

Cookie duration: 180 (days).

Data collected and processed: Authentication-derived identifiers, Non-precise
location data, IP addresses, Users’ profiles, Privacy choices, User-provided
data, Device characteristics, Browsing and interaction data, Device identifiers

more

Cookie duration resets each session.


View details | Privacy policylaunch
Consent


AUDIENCEPROJECT APS

Cookie duration: 365 (days).

Data collected and processed: Authentication-derived identifiers, Non-precise
location data, IP addresses, Probabilistic identifiers, Users’ profiles, Privacy
choices, User-provided data, Device characteristics, Browsing and interaction
data, Device identifiers

more

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


DEMANDBASE, INC.

Cookie duration: 730 (days).

Data collected and processed: Non-precise location data, IP addresses,
Probabilistic identifiers, Users’ profiles, Privacy choices, User-provided data,
Device characteristics, Precise location data, Browsing and interaction data,
Device identifiers

more

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
Consent


EFFILIATION / EFFINITY

Cookie duration: 2 (days).

Data collected and processed: Device characteristics

more

Cookie duration resets each session. Uses other forms of storage.


View details | Privacy policylaunch
Consent


SEENTHIS AB

Doesn't use cookies.

Data collected and processed: IP addresses, Device characteristics

more




View details | Privacy policylaunch


COMMANDERS ACT

Cookie duration: 365 (days).

Data collected and processed: IP addresses, Device identifiers

more




View details | Storage details | Privacy policylaunch
Consent


TRAVEL AUDIENCE GMBH

Cookie duration: 397 (days).

Data collected and processed: Authentication-derived identifiers, Non-precise
location data, IP addresses, Probabilistic identifiers, Users’ profiles, Device
characteristics, Precise location data, Browsing and interaction data, Device
identifiers

more

Cookie duration resets each session. Uses other forms of storage.


View details | Privacy policylaunch
Consent


HUMAN

Doesn't use cookies.

Data collected and processed: Non-precise location data, IP addresses,
Probabilistic identifiers, Device characteristics, Device identifiers

more




View details | Privacy policylaunch
Legitimate interesthelp_outline


ADLUDIO LTD.

Doesn't use cookies.

Data collected and processed: Device characteristics

more




View details | Privacy policylaunch
Consent


BLENDEE SRL

Cookie duration: 366 (days).

Data collected and processed: Authentication-derived identifiers, Non-precise
location data, IP addresses, Users’ profiles, Privacy choices, User-provided
data, Device characteristics, Browsing and interaction data, Device identifiers

more

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
Consent


INNOVID LLC

Cookie duration: 90 (days).

Data collected and processed: Non-precise location data, IP addresses, Privacy
choices, Device characteristics, Browsing and interaction data, Device
identifiers

more

Cookie duration resets each session.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


PAPIRFLY AS

Doesn't use cookies.

Data collected and processed: Device characteristics

more




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Legitimate interesthelp_outline


NEUSTAR, INC., A TRANSUNION COMPANY

Cookie duration: 365 (days).

Data collected and processed: Authentication-derived identifiers, Non-precise
location data, IP addresses, Probabilistic identifiers, Users’ profiles, Privacy
choices, User-provided data, Device characteristics, Browsing and interaction
data, Device identifiers

more

Cookie duration resets each session. Uses other forms of storage.


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VERVE GROUP EUROPE GMBH

Doesn't use cookies.

Data collected and processed: Authentication-derived identifiers, Non-precise
location data, IP addresses, Users’ profiles, Privacy choices, User-provided
data, Device characteristics, Precise location data, Browsing and interaction
data, Device identifiers

more

Uses other forms of storage.


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OTTO (GMBH & CO KG)

Cookie duration: 365 (days).

Data collected and processed: IP addresses, Users’ profiles, Privacy choices,
User-provided data, Browsing and interaction data, Device identifiers

more

Cookie duration resets each session. Uses other forms of storage.


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ADOBE AUDIENCE MANAGER, ADOBE EXPERIENCE PLATFORM

Cookie duration: 180 (days).

Data collected and processed: Authentication-derived identifiers, Non-precise
location data, IP addresses, Probabilistic identifiers, Users’ profiles, Privacy
choices, User-provided data, Device characteristics, Precise location data,
Browsing and interaction data, Device identifiers

more

Cookie duration resets each session.


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LOCALSENSOR B.V.

Doesn't use cookies.

Data collected and processed: Non-precise location data, IP addresses, Privacy
choices, Device characteristics, Precise location data, Device identifiers

more

Uses other forms of storage.


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ONLINE SOLUTION

Cookie duration: 365 (days).

Data collected and processed: Non-precise location data, IP addresses,
Probabilistic identifiers, Users’ profiles, Privacy choices, User-provided data,
Device characteristics, Precise location data, Browsing and interaction data,
Device identifiers

more

Cookie duration resets each session. Uses other forms of storage.


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RELAY42 NETHERLANDS B.V.

Cookie duration: 730 (days).

Data collected and processed: IP addresses, Probabilistic identifiers, Users’
profiles, Privacy choices, User-provided data, Device characteristics, Browsing
and interaction data, Device identifiers

more




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GP ONE GMBH

Cookie duration: Uses session cookies.

Data collected and processed: Non-precise location data, IP addresses, Privacy
choices, User-provided data, Device characteristics, Browsing and interaction
data

more

Uses other forms of storage.


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THE MEDIAGRID INC.

Cookie duration: 365 (days).

Data collected and processed: Non-precise location data, IP addresses,
Probabilistic identifiers, Privacy choices, Device characteristics, Precise
location data, Browsing and interaction data, Device identifiers

more

Cookie duration resets each session. Uses other forms of storage.


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MINDTAKE RESEARCH GMBH

Cookie duration: 180 (days).

Data collected and processed: IP addresses, Probabilistic identifiers, Users’
profiles, Device characteristics, Browsing and interaction data, Device
identifiers

more

Uses other forms of storage.


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CINT AB

Cookie duration: 730 (days).

Data collected and processed: IP addresses, Privacy choices, Device
characteristics, Browsing and interaction data, Device identifiers

more




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GOOGLE ADVERTISING PRODUCTS

Cookie duration: 396 (days).

Data collected and processed: Authentication-derived identifiers, Non-precise
location data, IP addresses, Users’ profiles, Privacy choices, User-provided
data, Device characteristics, Browsing and interaction data, Device identifiers

more

Uses other forms of storage.


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GFK GMBH

Cookie duration: 730 (days).

Data collected and processed: Authentication-derived identifiers, Non-precise
location data, IP addresses, Users’ profiles, Privacy choices, User-provided
data, Device characteristics, Browsing and interaction data, Device identifiers

more

Uses other forms of storage.


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REVJET

Cookie duration: 730 (days).

Data collected and processed: Non-precise location data, IP addresses, Users’
profiles, Privacy choices, Device identifiers

more

Cookie duration resets each session.


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PROTECTED MEDIA LTD

Doesn't use cookies.

Data collected and processed: IP addresses, Probabilistic identifiers, Device
characteristics, Browsing and interaction data, Device identifiers

more




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CLINCH LABS LTD

Cookie duration: 730 (days).

Data collected and processed: Non-precise location data, IP addresses,
Probabilistic identifiers, Users’ profiles, Privacy choices, Device
characteristics, Browsing and interaction data, Device identifiers

more

Cookie duration resets each session.


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ORACLE DATA CLOUD - MOAT

Doesn't use cookies.

Data collected and processed: Non-precise location data, IP addresses

more




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HEARTS AND SCIENCE MÜNCHEN GMBH

Cookie duration: 60 (days).

Data collected and processed: IP addresses

more

Cookie duration resets each session.


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AMAZON ADVERTISING

Cookie duration: 396 (days).

Data collected and processed: Authentication-derived identifiers, Non-precise
location data, IP addresses, Users’ profiles, Privacy choices, Device
characteristics, Browsing and interaction data, Device identifiers

more

Cookie duration resets each session. Uses other forms of storage.


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MOLOCO, INC.

Cookie duration: 730 (days).

Data collected and processed: Non-precise location data, IP addresses, Device
characteristics, Device identifiers

more

Cookie duration resets each session. Uses other forms of storage.


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ADTRIBA GMBH

Cookie duration: 730 (days).

Data collected and processed: Authentication-derived identifiers, Non-precise
location data, IP addresses, Privacy choices, Device characteristics, Browsing
and interaction data, Device identifiers

more

Cookie duration resets each session.


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OBJECTIVE PARTNERS BV

Cookie duration: 90 (days).

Data collected and processed: Device identifiers

more

Cookie duration resets each session.


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ENSIGHTEN

Cookie duration: 1825 (days).

Data collected and processed: IP addresses, Privacy choices, Device
characteristics, Browsing and interaction data, Device identifiers

more

Cookie duration resets each session.


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EBAY INC

Cookie duration: 90 (days).

Data collected and processed: IP addresses, Privacy choices, Device
characteristics

more




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HURRA COMMUNICATIONS GMBH

Cookie duration: 366 (days).

Data collected and processed: Authentication-derived identifiers, Non-precise
location data, IP addresses, Probabilistic identifiers, Device characteristics,
Precise location data, Browsing and interaction data, Device identifiers

more

Cookie duration resets each session.


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AKAMAI

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TRADEDOUBLER AB

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TRUSTARC

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TRUEFFECT

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MARKETING SCIENCE CONSULTING GROUP, INC.

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DENTSU

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ESSENS

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TRAVEL DATA COLLECTIVE

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ADVOLUTION.CONTROL

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WIDESPACE

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LIFESTREET

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VIMEO

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BATCH MEDIA

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VODAFONE GMBH

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MAGNITE

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SCENESTEALER

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NETQUEST

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MANAGE.COM

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CLOUDFLARE

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SALESFORCE DMP

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HAVAS MEDIA FRANCE - DBI

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NETFLIX

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MACROMILL GROUP

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EBUILDERS

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APPLOVIN CORP.

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NANO INTERACTIVE

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FRACTIONAL MEDIA

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RACKSPACE

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