The strategic use of attractiveness in the buyer-supplier relationship: a framework

Anna Aminoff, Kari Tanskanen

    Research output: Chapter in Book/Report/Conference proceedingConference article in proceedingsScientificpeer-review


    Customer attraction plays a focal role in gaining "preferred customer" status, in allocating resources and in fostering joint value creation in a relationship. Managers are increasingly interested in developing customer attraction, but they face many challenges. The aim of this paper is to discuss the role of attraction in managing the supplier relationship and to advance a framework for the strategic use of attraction. Another aim is to present practical examples of how this framework can be applied to manage attraction. To develop a framework, social exchange theory is coupled with the literature regarding buyer-supplier relationships. A multiple case study of three buyer-supplier relationships is used to illustrate the framework.
    Original languageEnglish
    Title of host publicationProceedings of the 23rd Annual IPSERA Conference, 2014
    Publication statusPublished - 2014
    MoE publication typeA4 Article in a conference publication
    Event23rd IPSERA Conference - Pretoria, South Africa
    Duration: 13 Apr 201416 Apr 2014
    Conference number: 23


    Conference23rd IPSERA Conference
    Country/TerritorySouth Africa


    • buyer-supplier relationships
    • customer attracton
    • social exchange theory
    • supplier relationship management


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