This chapter develops some of the implications of structural analysis for buyer selection, or the choice of target customers or customer groups. It also explores some implications of structural analysis for purchasing strategy. Policies toward both buyers and toward suppli- ers are often looked at too narrowly, with the primary focus on oper- ating problems. Yet through attention to broad issues of strategy toward buyers and suppliers, the firm may be able to improve its competitive position and reduce its vulnerability to their exercise of power.