Innovation and Commoditization: Prioritizing and Profiling Asian Managers’ Cross-Border Sourcing Practices

Sudhindra SESHADRI, Singapore Management University


The paper investigates several sourcing practices and argues that two main behavioral constructs, supply commoditization and supply innovation, underlie many of these practices. It then develops hypotheses involving these constructs and company profiling ratios such as revenue per employee. The paper reports on survey research with a subset of ASEAN country based purchasing managers; on new scales. The results contribute to a growing literature on dynamic customer value in business markets and sourcing competencies. The paper also discusses managerial implications for sales targeting and sales approaches arising from the model.