The Category Management Handbook

Activity 21Dutch windmill

Figure 4.4 The Dutch windmill

Source: adapted from Van Weele (2014)

Overview

Professor Arjan Van Weele developed the idea of the Dutch windmill framework in the early 2000s. As a combination of the Kraljic portfolio analysis and supplier preferencing matrices, it defines 16 different types of business-to-business relationships by assessing the level of buyer-supplier interdependence that exists, together with the subsequent impact this may have upon possible category strategies.

By exploring the relationship from the perspective of both parties, it is posited that a better understanding of leverage may be gleaned, supplier-buyer ...