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Antecedents and Benefits of the Preferred Customer Status and their Shift during a Crisis – a Case Study with three Companies and their Suppliers during COVID-19

Berndt, Patricia (2020) Antecedents and Benefits of the Preferred Customer Status and their Shift during a Crisis – a Case Study with three Companies and their Suppliers during COVID-19.

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Abstract:In recent years, the concept of the preferred customer status gained increasing attention. It implies that buying companies receive preferential treatment by suppliers if they offer higher satisfaction than its competition. This preferential treatment results in a variety of competitive advantages. One of the main advantages is the preferred resource allocation, which is vital during supply shortages and bottlenecks due to constrains in production capacities. Multiple events in 2011 highlighted the importance of it. This case study analyzed buyer-supplier relationships of three companies in two different industry setting. Antecedents and benefits of the preferred customer status found in practice support current literature. But the importance of market position of a customer has been found. Further new benefits, such as supplier visits and fulfillment of extra wishes were found. Moreover, this study investigated a possible shift in the antecedents during the COVID-19 pandemic. Profitability, operational excellence, relational behavior and reliability are increasingly valued from the suppliers’ side. Having such uncertain circumstances highlighted the need of close collaboration and communication. Suppliers value continuity, reliability, and flexibility as most important during this period in the cooperation.
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/81917
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