SUMMARY Despite there being a considerable literature concerning risk in organizational buyer behaviour, necessary reviews of the area are not easy to find. This article attempts to organize, describe and appraise the current literature with a view to gaining a critical perspective for the benefit of future researchers. The discussion begins with the way managers view risk and factors which affect that perception and then considers the role of various risk reducing strategies employed in the organizational setting. Comments are made on the state of the literature and the further research required.
British Journal of Management – Wiley
Published: Jun 1, 1995
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