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Ready to Pitch? : Proposal and vendor attractiveness as mediators of vendor success ini competitive tenders

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abstract Since organizational customers seek to enhance transparency and comparability among vendors' solutions, tenders have become important elements of their purchasing strategies. Vendors face a high risk of failure, and given the involved resources, tender participation is now a key challenge. Despite its relevance, the literature lacks a conceptualization of vendor success in tenders. We show that the attractiveness of proposal and vendor determines the achievement of tender-related objectives. Our findings indicate that salespeople may influence vendor attractiveness by engaging in several activities during the buying process. However, opportunities to increase a specific proposal's attractiveness aside from price setting are limited.
   
type conference paper (English)
   
keywords
   
name of conference 2012 AMA Summer Marketing Educators’ Conference (Chicago)
date of conference 17-8-2012
title of proceedings Marketing in the Socially-Networked World
volume / edition Vol. 23
publisher American Marketing Association (Chicago)
review not reviewed
   
citation Steinbacher, E. K. (2012). Ready to Pitch?: Proposal and vendor attractiveness as mediators of vendor success ini competitive tenders. In Marketing in the Socially-Networked World, Vol. 23. Chicago: American Marketing Association.