The term acquisition potential goes back to Erich Gutenberg. Acquisition potential encompasses all of the advantages that a company offers from the perspective of current and potential customers. The reputation of the company, the behavior of the employees, the quality of the products, the service, etc. can give a supplier a preferential position over the competition.
The acquisition potential is based on the consumers' preferences, which have a positive effect on their purchasing decisions. The greater the potential for acquisitions, the higher the sales prices the company can achieve without the demand dropping significantly or customers migrating to the competition (preference strategy).
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