Incumbent and non-incumbent salesperson consultation in the pre-decision stage of organizational purchasing

Given the complexity (e.g., digitization, customization, and scale) of modern business solutions, salespeople increasingly seek to influence the pre-planning stages of buyer decision making to increase effectiveness. During the early stage of organizational buying, salespeople can align their firm's capabilities and expertise by offering input on problem definition, before a solution is sought. However, surprisingly little is known about the role of salespeople in the period before a buying firm decides to officially address a problem and seek vendor solutions. Thus, our research focuses on the inclusion of both incumbent salespeople (strong ties to the buying organization) and non-incumbent salespeople (limited, or non-existent, ties to the buying organization) in pre-decision phase information sourcing of buyers. Drawing upon theory from social network and problem solving literatures, we develop a contingency model to illustrate pre-decision phase conditions based on problem framing, structure, and urgency that make incumbent or non-incumbent salespeople more likely to be sources of information. We test our hypotheses across a series of scenario-based experimental studies conducted with purchasing managers. Our findings suggest situations where incumbent and non-incumbent salespeople have a greater likelihood of being positioned to engage in pre-decision stage planning with customers.     

An experimental approach to segmenting buyers of marketing research

Successful industrial market segmentation may often depend on the marketer's ability to identify key characteristics influencing purchase preferences. Environmental, organizational, and personal factors are all potential determinants of buyer response patterns. Recent attention to microsegmentation processes has focused interest on personal level factors and how these are modified by organizational and situational variables. Utilizing a simulated buying experiment, this study explores a simplified approach to microsegmentation that emphasizes information readily available to industrial vendor representatives.     

ORDER PROCESSING COST REDUCTION IN A JOINT VENDOR-BUYER INVENTORY SYSTEM VIA THE APPLICATION OF INFORMATION TECHNOLOGY

Modem information technologies have become important means for manufacturing and retailing firms to gain such competitive advantages as lower logistics costs and securer customers' loyalty. In this paper, we investigate a joint inventory system where the vendor produces a single item for its sole buyer and the buyer sells the item to consumers with backorders allowed. Each production lot is delivered to the buyer in a number of shipments and consecutive shipments will be increased by a fixed factor. Both vendor and buyer are willing to participate in order processing time reduction by applying information technologies in order to decrease their joint total cost. The order processing time can be reduced by certain expenditures and will affect the lot-size decisions. An analytical model is developed for determining the optimal expenditure in order processing time reduction and lot sizes for both vendor and buyer. The numerical experiment along with sensitivity analysis is also performed to obtain some insights of our model.     

Is this company a lead customer? Estimating stages of B2B buying journey

By advancement in digital marketing, business-to-business (B2B) buyers carry out over half of the buying process through digital touchpoints before they establish any significant contact with the B2B seller. Knowing the buying stage of a potential buyer can bring a substantial advantage to the B2B seller given the complexity of the transaction and the associated value. In this paper, the authors propose a machine learning approach to infer the stages of the B2B buying journey by observing the online browsing behavior of buyer companies. It is shown that observing the buyer's online behavior effectively allows us to estimate the buying stages with high accuracy by utilizing the hidden Markov models. Managers in B2B seller companies may use these techniques for adjusting their marketing efforts to improve the fit with the information demands of the B2B buyer prospects along with their buying journey, and thus, improve the hit rate of marketing and sales activities.     

EOQ models for a coordinated two-level international supply chain considering imperfect items and environmental impact

For a two-level supply chain, models are presented to determine the optimal production-shipment policy for items with imperfect quality in three different scenarios: (a) both the vendor and the buyer are in the same country, (b) the vendor and the buyer are in different countries where the stochastic behavior of the exchange rate between the two countries is modeled using a mean-reverting process, and (c) environmental impact is incorporated in determining the optimal production-shipment policy by taking into account the fixed and variable carbon emission costs. The objective is to minimize the total expected cost per unit time. For each scenario, considering equal shipment size, the total expected cost per unit time is derived and the solution procedure is proposed. Numerical examples are presented and the results are discussed.     

How buyer–seller relationship orientation affects adaptation of sales processes to the buying process

Adaptation in sales is common in business relationships. The purpose of this study is to understand how the buyer–seller relationship affects sellers' sales process adaptation to customers' buying processes. The results reveal how the buyer–seller relationship orientation affects sales process adaptation and its effects. The main sources of information in this qualitative inquiry are in-depth, semi-structured interviews with key informants representing a buyer–seller relationship. This study helps to shed light on how the buyer–seller relationship orientation affects sales process adaptation. The findings reveal that both the buyer and the seller have an impact on sales process adaptation. Extant research has recognized adaptation as a central aspect in relationships, while largely neglecting sales process adaptation. Thus, this study focuses on the effects of buyer–seller relationship orientation on sales process adaptation.     

Impact of organizational and buyer characteristics on the buying center

A mail survey of 200 organizational buyers was conducted to determine if the number of individuals in the buying center or the amount of perceived self-influence varied by organizational and buyer characteristics or by the type of purchase decision. The results of the study indicate that the type and size of the firm, as well as the buyer's educational level, affect both the number of individuals in the buying center and the amount of perceived self-influence of the organizational buyer. The results further indicate that the size of the buying center increases and the amount of perceived self-influence decreases as the purchase decision becomes more complex.     

Market structure and business performance: An evaluation of buyer/seller power in the pims database

This paper explores the patterns of buyer and seller structure among business units in the PIMS database and how buyer/seller structure is related to profit outcomes, both long-term through the product life cycle and short-term between periods of boom and recession. Businesses with a favourable structure (few sellers, many buyers buying items of low importance) typically maintain margins through the product life cycle, but if there are many sellers facing few and determined buyers, margins and profitability are likely to deteriorate in recession and to continue to decline through the life cycle.     

Vendor performance with supply risk: A chance-constrained DEA approach

The strategic importance of vendor evaluation is well established in the purchasing literature. Several evaluation methodologies that consider multiple performance attributes have been proposed for vendor evaluation purposes. While these techniques range from scoring models that utilize prior articulation of weights to derive composite scores for vendors to advanced mathematical models, methods that incorporate the inherent variability in vendor's performance attributes have been limited. The primary reason for the lack of development of such models is due to the complexities associated with stochastic approaches. In order to more accurately evaluate the performance of vendors, it is critical to consider variability in vendor attributes. This paper is an attempt to fill this void in vendor evaluation models by presenting a chance-constrained data envelopment analysis (CCDEA) approach in the presence of multiple performance measures that are uncertain. Our paper effectively demonstrates the first application of CCDEA in the area of purchasing, in general, and vendor evaluation, in particular. The model is demonstrated by applying it to a previously reported dataset from a pharmaceutical company.     

Non-cooperative strategies for production and shipment lot sizing in one vendor-multi-buyer system

The supply chain structure examined in this paper consists of a single vendor (or manufacturer) with multiple heterogeneous buyers (or retailers). A continuous deterministic model is presented. To satisfy buyers demands, the vendor will deliver the product in JIT shipments to each buyer. The production rate is constant and sufficient to meet the buyers’ demands. The product is shipped in discrete batches from the vendor's stock to buyers’ stocks and all shipments are realized instantaneously. Special production-replenishment policies of the vendor and the buyers are analyzed. That is, the production batch is transferred to each buyer in several sub-batches in each production distribution cycle (PDC).This paper offers game model without prices, where agents minimize individual costs. It is a non-cooperative (1+N)-person game model with agents (a single vendor and N-buyers) choosing numbers and sizes of transferred batches. The model describes inventory patterns and cost structure of PDC. It is proved that there exist Nash equilibria in several types of sub-games of the considered game.     

Functions of industrial supplier relationships and their impact on relationship quality

Although recent scholarly work on business relationships often discusses relationship quality as a major issue, especially with regard to the phenomenon of vendor stratification, there is still little empirical research on this important construct. In this paper, the authors provide a thorough conceptualization of relationship quality and its possible antecedents, i.e., the direct and indirect functions of the relationship for the customer. Drawing on an empirical base of 230 buyer questionnaires, the authors show that the extent to which a supplier fulfills direct and indirect functions in a relationship has a direct positive impact on the relationship quality perceived by the customer. This impact is especially strong when the customer can easily replace the supplier or, in other words, when the supplier faces competition. The findings are discussed and the authors provide managerial implications for decision-makers from both buyer and supplier organizations.     

What buyers like from salesmen

This study applies content analysis to determine the attributes or factors of salespeople that provide industrial purchasers with the greatest level of satisfaction. The results provide valuable information to industrial marketers in their selection of salespeople, developing sales training programs, and understanding buyer characteristics, as well as formulating and developing strategies.     

Conflicts of interest and agent heterogeneity in buyer brokerage

This article investigates the incentives of agents working with buyers (buying agents) under the fixed percentage commission system and the implications on housing market outcomes. Our model shows that the absence of a binding contract creates a risk of losing clients for buying agents, which helps mitigate the conflict of interest between buying agents and their clients. Both the buying agent's prediction accuracy regarding their client's reservation prices and the level of tolerance given by the buyer to the buying agent affect the binding force. Results from simulations and empirical analyses using house transactions in Canada support our model predictions.     

Reducing new product risk through understanding buyer behavior

The marketing of new industrial products can have a heavy impact on the effectiveness of customer service. The new product buying decision is always accompanied by perceived risk on the part of the buyer. Therefore, it is important for the industrial marketer of a new product to be able to empathize with this perceived risk, in order to help the buyer minimize it before the fact. This article explores industrial buying and new product adoption decision processes, and the role of perceived risk in these processes.     

Centralized and decentralized buying influences

This article empirically measures the effects of organizational separation on industrial buying in the commercial construction industry. It was reasoned that the relationship between organizations and their buying centers should depend on the separations between organizational buying units. Two types of organizational separation were measured— geographic separation and communication separation. Industrial sellers must relate selling effort to buying behavior and procedures. This study reports on how buying influence varies between firms that operate at various levels of organizational separation. The managerial implications of matching the pattern of buying influence with appropriate selling effort is presented.     

Online content match-making in B2B markets: Application of neural content modeling

Business-to-business (B2B) sellers need to enhance content marketing and analytics in an online environment. The challenge is that sellers have data but do not know how to utilize it. In this study, we develop a neural content model to match the content that B2B sellers are providing with the type of content that buyers are seeking. The model was tested with two experiments using a dataset that combines cookie-based browsing data from 74 B2B seller companies over a period of fourteen months. In total, the data comprises 180 million browsing sessions tracked via 11.44 million cookies from 34,170 buyer companies. In the first experiment, we study the content in the sellers' own channels, and in the second experiment we study paid channels. With these experiments, we illustrate that browsing data can be combined with marketing content data to evaluate and improve the content-marketing efforts of B2B seller firms. Since the development of digital information technologies (DITs) has made the B2B buying process more buyer driven, our neural content modeling approach can be used to create B2B analytics that re-empower the sellers.     

Segmenting buyers in different types of organizations

Organizational type is presented as a potentially important company specific characteristic that affects the organizational buying process. Factor analysis and multiple discriminant analysis are utilized to demonstrate that differences in the importance associated with purchasing related factors exist among purchasing managers from commercial, non-for-profit, and government organizations. Finally, the managerial usefulness of organizational type as a macrosegmentation variable is discussed.     

Purchasing alliances and product variety

We analyze the impact of purchasing alliances on product variety and profit sharing in a setting, in which capacity constrained retailers operate in separated markets and select their assortment in a set of differentiated products offered by heterogeneous suppliers (multinationals vs. local SMEs). Retailers may either have independent listing strategies or build a buying group, thereby committing to a joint listing strategy. This alliance may cover the whole product line (full buying group) or only the products of large suppliers (partial buying group). We show that a buying group may enhance the retailers’ buyer power and reduce the overall product variety to the detriment of consumers. Our most striking result is that partial buying groups do not protect the small suppliers from being excluded or from bearing profit losses; they may even be more profitable for retailers than full buying groups.     

Collaborative buyer-supplier relationships and downstream information in marketing channels

Research on buyer-supplier relationships has emphasized the importance of collaboration and business networks. We aim to study the effects of downstream information on the collaborative buyer-supplier relationship. Downstream information refers to the information a firm obtains from marketing channels, be they wholesalers, distributors or retailers. The approach allows firms to concentrate their efforts on the most relevant sources of information and not on the whole network. Survey data was gathered from the Dutch potted plant and flower industry to test this hypothesis. Our findings demonstrate that collaborative relationships are contingent on downstream information from both the buying perspective (wholesalers) and from the supplying perspective (producers).