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The mediating role of corporate reputation embedded in the assessment of customer attractiveness

Nahmen, S. van (2019) The mediating role of corporate reputation embedded in the assessment of customer attractiveness.

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Abstract:In today’s economic context in which the number of suppliers has decreased over the recent years, new approaches, such as reverse marketing, emerge in order to counter this trend. In essence, the notion of becoming attractive for a supplier gains importance in research, and in the business environment. Hence, with the objective to elaborate on the concept of customer attractiveness the field of corporate reputation shall expand upon its understanding. In order to gain insight in this topic interviews and surveys have been conducted across industries as well as across sales and purchasing professionals. The findings suggest a strong linkage between both subjects advocating the active management of corporate reputation of an organization as an action to sustain attraction within the supplier pool.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
Link to this item:http://purl.utwente.nl/essays/78532
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