{"title":"Customer attractiveness: A comparative analysis of startups versus incumbents in supplier choice","authors":"Juliano Afonso Tessaro, Rainer Harms, Holger Schiele","doi":"10.1016/j.pursup.2024.100901","DOIUrl":null,"url":null,"abstract":"<div><p>Startups compete against incumbents for supplier resources. In this competition, startups suffer from the liability of newness and lack a track record and positive reputation. Startups that want to mobilize supplier resources need to become attractive to suppliers. This research analyzes the factors impacting startup attractiveness as buyers. Our findings from a discrete choice experiment with 129 salespeople show that startups are less attractive as customers than incumbents. We found eight factors that impact customer attractiveness. We compared the relative importance of customer attractiveness factors. We discovered that strategic compatibility, operative excellence, and innovation positively impact startups more than incumbents’ attractiveness.</p></div>","PeriodicalId":47950,"journal":{"name":"Journal of Purchasing and Supply Management","volume":null,"pages":null},"PeriodicalIF":6.8000,"publicationDate":"2024-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://www.sciencedirect.com/science/article/pii/S1478409224000074/pdfft?md5=bfd7102a10359cc3bb7bb21b47bd7766&pid=1-s2.0-S1478409224000074-main.pdf","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Purchasing and Supply Management","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S1478409224000074","RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"MANAGEMENT","Score":null,"Total":0}
引用次数: 0
Abstract
Startups compete against incumbents for supplier resources. In this competition, startups suffer from the liability of newness and lack a track record and positive reputation. Startups that want to mobilize supplier resources need to become attractive to suppliers. This research analyzes the factors impacting startup attractiveness as buyers. Our findings from a discrete choice experiment with 129 salespeople show that startups are less attractive as customers than incumbents. We found eight factors that impact customer attractiveness. We compared the relative importance of customer attractiveness factors. We discovered that strategic compatibility, operative excellence, and innovation positively impact startups more than incumbents’ attractiveness.
期刊介绍：
The mission of the Journal of Purchasing & Supply Management is to publish original, high-quality research within the field of purchasing and supply management (PSM). Articles should have a significant impact on PSM theory and practice. The Journal ensures that high quality research is collected and disseminated widely to both academics and practitioners, and provides a forum for debate. It covers all subjects relating to the purchase and supply of goods and services in industry, commerce, local, national, and regional government, health and transportation.
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