Eva Katharina Tyssen

Last Name

Tyssen

First name

Eva Katharina

Phone

+41 71 224 7180

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

(American Marketing Association, 2012-08-17)
Steinbacher, Eva Katharina
;
Schmitz, Christian
;
Zupancic, Dirk
;
Arnold, Todd J.
;
Scheer, Lisa K.

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

Journal: AMA Educators Proceedings

Volume: Vol. 23

URI: https://www.alexandria.unisg.ch/handle/20.500.14171/91155