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

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Abstract

When startups want to buy from large suppliers, they may find it challenging to establish a business relationship. As startups are new, small, have limited resources and scarce track record, they could be perceived as not attractive to start the relationship with large suppliers. Startups could benefit from understanding the challenges and opportunities from a customer attractiveness perspective. Therefore, we offer a systematic literature review and develop a framework for what makes a startup an attractive buyer from large suppliers.
Original languageEnglish
Number of pages10
Publication statusPublished - 2020
Event29th Annual IPSERA Conference 2020 - University of Tennessee, Knoxville, United States
Duration: 28 Mar 202131 Mar 2021
Conference number: 29

Conference

Conference29th Annual IPSERA Conference 2020
Abbreviated titleIPSERA
CountryUnited States
CityKnoxville
Period28/03/2131/03/21
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.)

Keywords

  • Entrepreneurship
  • Customer attractiveness
  • Liability of newness

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