Ready to Pitch? : Proposal and vendor attractiveness as mediators of vendor success ini competitive tenders
Journal
AMA Educators Proceedings
ISSN
1054-0806
ISBN
9781622765393
Type
conference paper
Date Issued
2012-08-17
Editor(s)
Arnold, Todd J.
Scheer, Lisa K.
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.
Language
English
HSG Classification
contribution to scientific community
Refereed
No
Book title
Marketing in the Socially-Networked World: Challenges of Emerging, Stagnant & Resurgent Markets
Publisher
American Marketing Association
Publisher place
Chicago
Volume
Vol. 23
Start page
31
End page
32
Event Title
American Marketing Association Summer Educators' Conference 2012
Event Location
Chicago
Event Date
17.-19.08.2012
Subject(s)
Division(s)
Eprints ID
217426