Startups in the buyer-supplier relationship, limitations to be an attractive customer: definitions and theoretical framework

Juliano Tessaro, Rainer Harms, Holger Schiele

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This paper will analyze the startup as a buying firm in the buyer-supplier relationship. When trying to become an interesting customer to large suppliers, startups may have limitations to establish a business relationship. As startups are new and small, they could be perceived as not attractive, or do not have enough attractiveness to start the relationship. Therefore, a literature-based framework for explaining startup attractiveness will be proposed.
Original languageEnglish
Title of host publicationIPSERA 2020 Conference Proceedings
Place of PublicationKnoxville, Tennessee, USA
PublisherInternational Purchasing and Supply Education and Research Association (IPSERA)
Number of pages1
Publication statusPublished - 2020
Event29th Annual IPSERA Conference 2020 - University of Tennessee, Knoxville, United States
Duration: 28 Mar 202131 Mar 2021
Conference number: 29


Conference29th Annual IPSERA Conference 2020
Abbreviated titleIPSERA
Country/TerritoryUnited States
Other(For the IPSERA 2020 conference, this means that we will postpone the event to 2021. The IPSERA 2021 Conference will be in Knoxville from 28th March to 31st March.)


  • Entrepreneurship
  • Customer attractiveness
  • Liability of newness

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