Abstract
Startups compete against incumbents for supplier resources. In this competition, startups suffer from the liability of newness and lack a track record and positive reputation. Startups that want to mobilize supplier resources need to become attractive to suppliers. This research analyzes the factors impacting startup attractiveness as buyers. Our findings from a discrete choice experiment with 129 salespeople show that startups are less attractive as customers than incumbents. We found eight factors that impact customer attractiveness. We compared the relative importance of customer attractiveness factors. We discovered that strategic compatibility, operative excellence, and innovation positively impact startups more than incumbents’ attractiveness.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
