Skip to main content
Pages and Files
Marketing Terms (A–Z)
Click on the letters below to browse the content alphabetically.
is a Japanese term that describes an interbusiness alliance or enterprise group.
According to The Economist: "Keiretsu is a Japanese word which, translated literally, means headless combine. It is the name given to a form of corporate structure in which a number of organizations link together, usually by taking small stakes in each other and usually as a result of having a close business relationship, often as suppliers to each other. The structure, frequently likened to a spider's web, was much admired in the 1990s as a way to defuse the traditionally adversarial relationship between buyer and supplier. If you own a bit of your supplier, reinforced sometimes by your supplier owning a bit of you, the theory says that you are more likely to reach a way of working that is of mutual benefit to you both than if your relationship is at arm's length."
American Marketing Association.
We welcome comments that will help us improve the precision and clarity of our definitions. To submit a suggestion, please click on the
Comments are limited to registered users of this site. Click “Join” at the top right-hand side of this page to apply.
If you would like to suggest a new marketing definition or have a general comment, please visit our
help on how to format text
Turn off "Getting Started"