Customer acquisition in sticky business markets

Laurids Hedaa

International Business Review, 1996, vol. 5, issue 5, 509-530

Abstract: Sticky business markets are characterized by prevailing long-term, yet not everlasting supplier-customer relationships. Based on 75 sales peoples' critical incidence reports on successes and failures in establishing new relationships in a sticky business market for industrial components, a classification of four contingencies and associated strategies for acquisition of new customers are suggested. Case illustrations are provided and implications for the management of industrial selling is discussed.

Keywords: Selling; Industrial; Components; Relationships; Networks (search for similar items in EconPapers)
Date: 1996
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