Startup‐supplier relationships. How startups attract large suppliers and compete for preferential treatment

Juliano Afonso Tessaro, Rainer Harms, Holger Schiele

Research output: Contribution to conferencePaperpeer-review

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.
Original languageEnglish
Pages14
Number of pages15
Publication statusPublished - 13 Apr 2022
EventIPSERA 2022: Building Bridges - Jönköping University, Jönköping, Sweden
Duration: 10 Apr 202213 Apr 2022
Conference number: 31
https://ipsera.com/IPSERA2022

Conference

ConferenceIPSERA 2022
Abbreviated titleIPSERA
Country/TerritorySweden
CityJönköping
Period10/04/2213/04/22
Internet address

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