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July 29, 2026Management Review QuarterlyOpen Access

Adapting signaling and screening theory to advance supply market orientation in public procurement: a review-based typology

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Authors

HBHendrik Hermann BangertJWJulia WernethCDChristian von Deimling

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Overview

Review-based typology identifies strategies for enhancing supply market orientation in public procurement, suggesting pathways for improved outcomes.

Key Points

  • The study aims to clarify and advance the concept of supply market orientation (SMO) in public procurement using signaling and screening theory.
  • Conducted a systematic literature review on supply market orientation in public procurement research.
  • Developed a typology of five SMO strategies based on regularity and temporal focus.
  • Employed a contextualized explanation approach to analyze supplier signals.
  • Identified five SMO strategies: supply market exploration, analysis, observation, and forecasting.
  • Found that existing strategies are predominantly short-term and event-related, limiting broader engagement.
  • Provided a structured framework for shifting from reactive to proactive market engagement supporting innovation and sustainability.

Cite This Study

Bangert et al. (2026) studied this question.

synapsesocial.com/papers/6a69a28ac8da07d9defa60e5https://doi.org/10.1007/s11301-026-00620-1
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