Public procurement’s role in shaping supply markets: a taxonomy of local contracting authorities’ approaches using the awareness-motivation-capability framework

Purpose Public procurement is increasingly recognised as a tool for governing and shaping supply markets. Yet we still know little about how local authorities engage in market shaping through contracting practices, especially in newly decentralized markets. This study investigates the role of awareness, motivation and capabilities (AMC) in how municipalities influence (or fail to influence) social care markets, and how these dynamics manifest in contracting practice. Design/methodology/approach We combine secondary data with semi-structured interviews conducted with procurement professionals across municipalities, regional consortia, and expert organizations. The case context is Dutch social services procurement, which transitioned to a decentralised market in 2015. The AMC framework is used to classify buyer archetypes and explain variation in market-shaping behaviour across municipalities. Findings Municipalities shape social care markets, although not always intentionally. We identify four buyer archetypes (Disengaged, Aspiring, Short-sighted, Strategic Steward). We further introduce a fifth archetype, the Market Drifter, capturing municipalities that shift contracting approaches reactively. Originality/value This study contributes to the literature on strategic procurement and market governance by showing how local authorities influence markets along a spectrum from unconscious to deliberate shaping. Applying AMC highlights gaps in awareness, motivation and capability and points to activities (e.g. collaboration, capacity building) that can address these weaknesses. The findings offer both theoretical value, linking procurement to market-shaping debates, and practical guidance by stressing contextual fit rather than a one-size-fits-all path to strategic stewardship.