Also, value creation initiatives such as total cost reduction and corporate social responsibility would benefit from attractiveness. Incorporating attraction as an element of marketing and purchasing management can help companies build relationships with the closeness required to support these types of value creation. To identify relevant customers and suppliers, companies could well employ customer and supplier portfolio or segmentation models, such as those of Fiocca (1982) and Schiele (2012), which are well suited for the identification of collaboration partners.