Harms, Rainer

Schiele, Holger

Tessaro, Juliano Afonso

English

Startups compete against well-established companies for supplier resources. In this competition, startups suffer from the liability of newness, lacking track record and reputation. When startups want to mobilize supplier resources, they need to become attractive. This research analyzes the factors impacting startup attractiveness as buyers. Our findings from a discrete choice experiment with salespeople show that startups are less attractive as customers than well-established companies. We found eight factors that impact customer attractiveness. We compared the relative importance of customer attractiveness factors and found that strategic compatibility, operative excellence, and innovation have a greater positive impact on startups than on well-established companies

University of Twente Research Information

Startups vs. well-established companies. What factors influence suppliers' choices for an attractive customer?

https://ris.utwente.nl/ws/files/310516579/IPSERA_2023_Conference_book_of_abstract.pdf

Startups vs. well-established companies. What factors influence suppliers' choices for an attractive customer?

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University of Twente Research Information