Buying center research and business marketing practice: meeting the challenge of dynamic marketing

Buying center research and business marketing practice: meeting the challenge of dynamic marketing The make‐up, structure, functioning and outputs of multi‐person buying decision‐making units, commonly referred to as “buying centers,” have received substantial attention in the business marketing literature. Although most business buying decisions are non‐static in nature, theorists and researchers have been hard pressed to effectively capture the dynamic nature of business buyers’ decision‐making processes. This paper presents a synthesis of recent buying center research and reports the findings of a study which attempted to capture “process effects” in buying center structure during the buying process. Study findings affirm the widely held belief that buying centers change over time and provide interesting insights regarding how these decision‐making units change in structure and make‐up over time. The resulting implications and caveats of these findings for business marketers are discussed. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Business & Industrial Marketing Emerald Publishing

Buying center research and business marketing practice: meeting the challenge of dynamic marketing

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Publisher
Emerald Publishing
Copyright
Copyright © 1998 MCB UP Ltd. All rights reserved.
ISSN
0885-8624
DOI
10.1108/08858629810213315
Publisher site
See Article on Publisher Site

Abstract

The make‐up, structure, functioning and outputs of multi‐person buying decision‐making units, commonly referred to as “buying centers,” have received substantial attention in the business marketing literature. Although most business buying decisions are non‐static in nature, theorists and researchers have been hard pressed to effectively capture the dynamic nature of business buyers’ decision‐making processes. This paper presents a synthesis of recent buying center research and reports the findings of a study which attempted to capture “process effects” in buying center structure during the buying process. Study findings affirm the widely held belief that buying centers change over time and provide interesting insights regarding how these decision‐making units change in structure and make‐up over time. The resulting implications and caveats of these findings for business marketers are discussed.

Journal

Journal of Business & Industrial MarketingEmerald Publishing

Published: Apr 1, 1998

Keywords: Business‐to‐business marketing; Decision making; Group think; Industrial purchasing; Purchasing techniques

References

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