University of Twente Student Theses
All ambition, no leverage? Exploring the effect of customer attractiveness and personal relationships on buyer-supplier relationships in start-ups
Gretzschel, Joscha (2023) All ambition, no leverage? Exploring the effect of customer attractiveness and personal relationships on buyer-supplier relationships in start-ups.
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| Abstract: | Start-ups face significant challenges in establishing and maintaining buyer-supplier relationships (BSRs) due to their small size and newness. This thesis investigates how start-ups overcome these challenges in forming quality supply channels for long-term success in selling quality products. The study employs a multiple case study approach, analyzing buyer-supplier relationships in the fast-moving consumer goods industry. Semi-structured interviews with executives from two related start-ups and their suppliers reveal that economic attractiveness is a prerequisite for any buyer-supplier relationship. Personal relationships within BSR-dyads enhance start-ups' resource and social attractiveness, but only after achieving sufficient economic attractiveness. The study proposes a U-shaped development curve for the importance of personal relationships in buyer-supplier relationships for start-ups. These findings provide valuable guidance for founders and managers navigating the challenges of initiating and maintaining their first supply channels. Future research could explore the validity of the proposed U-shaped development curve quantitatively and investigate specific strategies to leverage personal ties with suppliers for quicker growth and enhanced customer attractiveness. |
| Item Type: | Essay (Master) |
| Clients: | Unknown organization |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 85 business administration, organizational science |
| Programme: | Business Administration MSc (60644) |
| Link to this item: | https://purl.utwente.nl/essays/96653 |
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