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

Anna Aminoff, Kari Tanskanen

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-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 date2014
ISBN (Print)978-0-620-60348-5
Publication statusPublished - 2014
MoE publication typeA4 Article in conference proceedings
Event23rd IPSERA Conference - Pretoria, South Africa
Duration: 13.04.201416.04.2014
Conference number: 23


  • 512 Business and Management
  • buyer-supplier relationships
  • customer attracton
  • social exchange theory
  • supplier relationship management


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