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A classification of business-to-business buying decisions: risk importance and probability as a framework for e-business benefits |
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| Authors: | Lisa M Hunter [Author Vitae] Chickery J Kasouf [Author Vitae] Kevin G Celuch [Author Vitae] Kathryn A Curry [Author Vitae] |
| Institution: | a Kronos Incorporated, 297 Billerica Road, Chelmsford, MA 01824, USA b Department of Management/Metal Processing Institute, Worcester Polytechnic Institute, Worcester, MA 01609, USA c Department of Management and Marketing, University of Southern Indiana, 8600 University Boulevard, Evansville, IN 47712, USA d Morris Boorky Powder Metallurgy Research Center, Worcester Polytechnic Institute, 100 Institute Road, Worcester, MA 01609, USA |
| Abstract: | Business-to-business (B2B) markets have been considered an attractive e-business venue for the realization of cost reduction and exchange creation utilities. However, as marketers have long argued, there are different types of buying situations, and the benefits sought in each may vary substantially. The present work builds on the thinking of previous industrial buying typologies by integrating perceived risk concepts into the business buying decision. Specifically, we develop a classification grid of industrial buying situations and then explicitly link likely e-business benefits to the various situations. The proposed framework holds implications for management and research related to supply chain relationships. |
| Keywords: | E-commerce Industrial marketing Interorganizational relations Risk |
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