Abstract
Startups as buyers face challenges appearing as volatile, small, and unattractive to suppliers. Furthermore, startups compete against mature buying firms for suppliers' resources. As a result, startups may not be able to get preferential treatment from suppliers. This paper investigates startups' strategies to attract large suppliers, initiate a business relationship, and receive preferential treatment
from suppliers. World café data from 15 startup buyers and suppliers from six countries shows that seven factors explain startup attractiveness and when startups gain preferred customer status: strategic compatibility, innovation potential, startup network, credible growth ambitions, profitability, memorable experiences, and reverse‐marketing‐oriented purchaser.
from suppliers. World café data from 15 startup buyers and suppliers from six countries shows that seven factors explain startup attractiveness and when startups gain preferred customer status: strategic compatibility, innovation potential, startup network, credible growth ambitions, profitability, memorable experiences, and reverse‐marketing‐oriented purchaser.
Original language | English |
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Pages | 14 |
Number of pages | 15 |
Publication status | Published - 13 Apr 2022 |
Event | IPSERA 2022: Building Bridges - Jönköping University, Jönköping, Sweden Duration: 10 Apr 2022 → 13 Apr 2022 Conference number: 31 https://ipsera.com/IPSERA2022 |
Conference
Conference | IPSERA 2022 |
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Abbreviated title | IPSERA |
Country/Territory | Sweden |
City | Jönköping |
Period | 10/04/22 → 13/04/22 |
Internet address |