Attractiveness of customers on the raw materials market

Abstract

Preferred access to resources gives companies strategic competitive advantages. In the event of a scarcity of resources on procurement markets, full coverage of requirements is only possible in the competition for supplier capacities. This article focuses on the question of obtaining preferred resource access on raw material procurement markets. Based on the literature, the strategic solution "customer attractiveness increase"is proposed, which is supplemented by empirically determined attractiveness factors using the example of the raw material purchase of wood.