This study focuses on the supplier-side of supplier selection in business markets characterised by uncertainty and information asymmetries on the ability of value creation by a business supplier. We draw upon the signaling theory from information economics and the knowledge theory of the firm to develop hypotheses on how business marketers may influence supplier selection and increase their effectiveness in attracting prospective customers, and convert them into buyers. We also use concepts and frameworks from visual communication and experiential marketing to identify unconventional signaling means used by business suppliers to this end. An original dataset of 66 business suppliers is built to test our hypotheses in several industries. Our findings show that both direct and indirect signals affect supplier performance in the selection process at different levels, i.e., successful inclusion in the consideration set and efficacy in the conversion of prospective customers into buyers.
The proof of the pudding is in the kitchen: assessing market response to signals encodign during supplier selection
BORGHINI, STEFANIA
2012
Abstract
This study focuses on the supplier-side of supplier selection in business markets characterised by uncertainty and information asymmetries on the ability of value creation by a business supplier. We draw upon the signaling theory from information economics and the knowledge theory of the firm to develop hypotheses on how business marketers may influence supplier selection and increase their effectiveness in attracting prospective customers, and convert them into buyers. We also use concepts and frameworks from visual communication and experiential marketing to identify unconventional signaling means used by business suppliers to this end. An original dataset of 66 business suppliers is built to test our hypotheses in several industries. Our findings show that both direct and indirect signals affect supplier performance in the selection process at different levels, i.e., successful inclusion in the consideration set and efficacy in the conversion of prospective customers into buyers.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.