What aspect is NOT typically a criterion in sourcing evaluation?

Brand popularity is not typically a criterion in sourcing evaluation because sourcing decisions are primarily focused on the operational and economic aspects that directly impact supply chain efficiency and effectiveness. Evaluating suppliers is generally centered on measurable performance factors such as cost-effectiveness, which assesses the financial viability of a supplier, and delivery performance, which evaluates the ability of the supplier to meet timelines and delivery conditions. Supplier reputation may also play a critical role, as it can indicate reliability, quality, and ethical practices, which are essential elements for maintaining a responsible and ethical supply chain.

In contrast, brand popularity pertains more to marketing and consumer appeal rather than to the operational capabilities or reliability of a supplier in a sourcing context. It does not provide necessary insights into a supplier's ability to deliver quality products or services consistently, making it less relevant in the decision-making process regarding which suppliers to engage with for sourcing needs.