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Title: Marketing “Value” to Price-Sensitive Customers during the Tendering Process
Authors: Abhishek Kumar Singh, Mandar Nayak, D V R Seshadri
Issue/Year: Oct-2013
Section: Research
Abstract: This paper discusses the tendering process from structural, supplier, and buyer perspectives. It explores mechanisms through which superior value delivered by the supplier firm can be captured in the tendering process. Several case studies are presented to illustrate the ideas. Suppliers can extract returns for the value of their offerings in a tendering situation by early engagement with buyers and the buyer organization should leverage the opportunities inherently available to improve price-discovery via structural changes to the tendering process by using a tiered adjusted-price bid mechanism.
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