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The undervaluation of corporate reputation as a supplier selection factor

  • Prior research studies on supplier selection factors assess vendor reputation as a low ranked criterion. Reputation in these articles, however, only refers to the position in the industry, without considering the role of the final customer. Our results from a survey with 565 individuals suggest that the end user as a stakeholder should be also considered when analyzing a vendor’s prestige. We demonstrate that a supplier’s standing has negative as well as positive reputational effects on the buyer. Depending on the relevance of the purchased good as well as the reputation of the supplier and the buyer, low/high-ranked ingredients significantly decrease/increase the final customer’s perception of the buyer.

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Metadaten
Author:Bernhard LienlandORCiDGND, Alexander Baumgartner, Evelyn Knubben
DOI:https://doi.org/10.1016/j.pursup.2013.04.001
ISSN:1478-4092
Parent Title (English):Journal of Purchasing and Supply Management
Subtitle (English):An analysis of ingredient branding of complex products in the manufacturing industry
Publisher:Elsevier
Document Type:Article
Language:English
Year of first Publication:2013
Release Date:2023/12/07
Tag:Automotive; Complex products; Ingredient branding; Reputation; Selection factors; Supplier selection
Volume:19
Issue:2
First Page:84
Last Page:97
Institutes:Fakultät Betriebswirtschaft
Begutachtungsstatus:peer-reviewed
Publication:Externe Publikationen
research focus:Produktion und Systeme
Licence (German):Keine Lizenz - Es gilt das deutsche Urheberrecht: § 53 UrhG