... study was conducted with managers from three public customer organizations, using semistructured interviews. A thematic analysis was conducted to identify the tactics used to enhance customer attractiveness in the public sector, as well as the specific activities that support these tactics. Findings...

.../methodology/approach This study used a qualitative multiple-case study design. The study examined eight public procurement cases by interviewing the representatives of 18 suppliers and, through cross-case analysis, formulated a framework of customer attractiveness drivers for different types of public...

... of customer attractiveness on supplier resource mobilization efforts toward the public sector. Design/methodology/approach A qualitative approach was used, focusing on in-depth interviews with 23 informants from 3 critical and complex supplier markets. The data were processed using inductive coding...