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Eva Katharina Tyssen
Last Name
Tyssen
First name
Eva Katharina
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+41 71 224 7180
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PublicationReady to Pitch? : Proposal and vendor attractiveness as mediators of vendor success ini competitive tenders(American Marketing Association, 2012-08-17)
;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 paperJournal: AMA Educators ProceedingsVolume: Vol. 23