Abstract
Achieving preferred customer status with suppliers helps startups to mobilize suppliers' resources. However, in purchasing, startups also compete against large buyers for suppliers' resources. Furthermore, their newness is a liability that suppliers find unattractive. Consequently, attracting and maintaining relationships is a challenge for startups' procurement. This paper investigates the strategies that startups use to attract large suppliers, improve mutual business relationships, and receive preferential supplier treatment. Based on the preferred customership literature and world café data from 15 startup buyers and suppliers, we identified seven factors that explain how startups attract suppliers, maintain relationships with them, and achieve preferred customer status. These factors are strategic compatibility, innovation potential, startup network, credible growth opportunity, profitability, memorable experiences, and purchaser sellership.
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