Table 1. Customer attractiveness drivers... | Emerald Publishing

Table 1.

Customer attractiveness drivers

Driver	Factor examples
Market growth	Size, market share, growth rate, influence on the market, barrier to entry/exit, access to new customers/markets
Risk	Risk sharing, standardization of product, dependence, level of transaction-specific assets, demand stability, patent protection, level of integration, political risk, market stability
Technological	Customer’s ability to cope with changes, depth of skills, technological skills, commitment to innovation, knowledge transfer, supplier trainings, early R&D involvement and joint improvement
Economic	Margins, price/volume, cost elements, value creation, economies of scale, capacity utilization, negotiation pressure
Social	Possibilities for extensive face-to-face contact, supplier participation in internal teams, tight personal relations, familiarity, compatibility, behavior, communication, information exchange, output factors (trust, commitment, interactions/loyalty, reliability)

Driver	Factor examples
Market growth	Size, market share, growth rate, influence on the market, barrier to entry/exit, access to new customers/markets
Risk	Risk sharing, standardization of product, dependence, level of transaction-specific assets, demand stability, patent protection, level of integration, political risk, market stability
Technological	Customer’s ability to cope with changes, depth of skills, technological skills, commitment to innovation, knowledge transfer, supplier trainings, early R&D involvement and joint improvement
Economic	Margins, price/volume, cost elements, value creation, economies of scale, capacity utilization, negotiation pressure
Social	Possibilities for extensive face-to-face contact, supplier participation in internal teams, tight personal relations, familiarity, compatibility, behavior, communication, information exchange, output factors (trust, commitment, interactions/loyalty, reliability)

Source(s): Modified from Hüttinger et al. (2012)