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.     

Emerging models of organizational buying processes

The purpose of this article is to assess past and current trends in the literature on buying decisions by organizations and to look constructively toward future problems and developments. Until recently, organizational buying behavior has been largely ignored. There are, however, a number of promising developments, and we might be at the threshold of moving from alchemy to the beginning stages of scientific understanding.The article starts with a brief discussion of the “methodological” and “substantive” choices that can be made in studying organizational processes that underlie buying behavior. An appreciation of these choices is necessary for the examination of the past and current literature. The major trends in the study of organizational buying behavior are then identified and evaluated. Building upon these trends, we sketch the basic dimensions of the organizational buying processes and highlight some of the major problem areas to be faced in future research and model development. Throughout the article we assume some familiarity with the professional and academic literature in industrial buying.     

Bases of power in organizational buying decisions

Managers developing industrial marketing strategy need information about the internal relationships among the key participants in an organizational buying center. This is particularly important in identifying the expected informal or nontask determinants in an organization's decision to buy. In this study, selected bases of power that tend to shape interpersonal influence processes in organizational buying centers are assessed for three key buying center participants in a new task purchase situation. The findings reveal the relative importance of selected bases of power, and differences in these relative importances by organizational position. The implications of these findings for the development of industrial marketing strategy are discussed.     

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.     

Lateral influences and vertical authority in organizational buying

Eight hypotheses are developed to guide research on the prediction of two structural dimensions of organizational buying behavior. The structural dimensions examined are: (1) the extent of lateral influence on buying decisions; and (2) the distribution of vertical authority for buying decisions. Predictor variables include organizational size, environmental diversity, environmental uncertainty, and the scope, complexity, and newness of the purchases themselves. Some implications of the hypotheses for industrial marketing management are also developed.     

Organizations buying in new task and rebuy situations

Findings from a study of British industrial marketing managers support seven hypotheses on the relationship between buying classes and buying phases. Differences in the composition and size of buying centers in straight rebuy, modified rebuy, and new-task buying situations are examined. The managerial and theoretical implications of the study are discussed and compared with earlier work on organizational buying processes. The findings are related to the need for direct observation studies of buying decisions and behavior.     

Coalitions in organizational buying

It has been argued that many, if not most, organizational buying decisions are made not by individuals, but by coalitions. At the same time, coalition formation has been all but ignored in theoretical and empirical research on the buying process. This article discusses the nature of coalitions and their likelihood in industrial buying. Managerial implications of the presence of coalitions are drawn for both the industrial buying and selling organization.     

Vendor selection and the buying process

This paper reports the results of a study dealing with the vendor selection process in organizational buying. Purchasing managers in two different types of organizations assessed the importance of vendor attributes and buyer information sources in connection with two different buying tasks. Theoretical and managerial implications are discussed in connection with: (1) the relative importance of vendor attributes and buyer information sources; and (2) the influence that different buying tasks and different buying organizations have on the importance of vendor attributes and information sources.     

Buying decisions in four Indian organizations

This article addresses the organizational buying structures and systems in India. The intent was to identify the emerging trends and changes that have taken place over a period of time in buying designs. The impact of these trends and changes on organizational marketers is considered.The four firms studied are large Indian firms, which will allow the readers of other countries to compare the situations between a developing country like Indian and their own. Case method of data collection has been used to capture both the details and perspective.The Indian buying scene has changed a great deal in the last decade. It has become more professional, systematic, and demanding. Failure to recognize this may lead to business failures.     

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.     

The organizational form of vertical relationships: Dimensions of integration

In this paper we argue that the organizational form of a buying firm's vertical relationship with a supplier can be defined as a configuration of four distinct, but related dimensions of integration. These dimensions pertain to ownership integration (the extent that the firm owns the upstream component supplier), coordination integration (the intensity of information exchange to align the two stages of production), task integration (the extent that the buying firm performs upstream tasks), and knowledge integration (the extent that the buying firm possesses knowledge about the upstream component). Ranging from fully integrated to fully disintegrated, these dimensions can be combined to form various organizational configurations that better reflect the true nature of organizational forms than one-dimensional conceptualizations. Drawing on distinct fields of research (e.g. transaction costs economics, information-processing theory, and learning) the goal of this paper is to improve our understanding of the four dimensions of integration and their interrelationships. This is an important step for future processes of configurational theory building and normative testing.     

What factors influence buying center brand sensitivity?

Building on information processing theory (IPT), this empirical study investigates the factors that drive a buying center's level of sensitivity to brand information. The authors propose that buying center brand sensitivity is related in a curvilinear fashion with purchase importance and purchase complexity, and that these relationships are moderated by several environmental, firm, and product factors. Data provided by 273 organizational buying center members confirm the presence of an inverse U-shaped relationship between purchase importance and brand sensitivity, strengthened in conditions of high brand presence and high end-customer demand. Purchase complexity and brand sensitivity appear to relate in a U-shaped fashion but only in light of the moderating effects of product tangibility. The relationship between purchase complexity and brand sensitivity appears stronger when buying firms are small and have prior contractual ties with their selling partners. These results offer guidance to managers concerning when business-to-business (B2B) brand investments are likely to offer their greatest return.     

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.     

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.     

Information search in complex industrial buying: Empirical evidence from Brazil

This study develops and tests a model of information search in complex buying. We incorporate three categories of influences of organizational, personal and situational factors that affect information searching efforts. A sample of 96 of the largest Brazilian firms reported their use of the various influences in the decision to purchase integrated business management systems. Findings show that formalization of the organization is a key driver of information search efforts. Situational characteristics of importance, novelty and bargaining power increased the level of information search. Also, conformity of the purchasing agent and organizational centralization reduce information search efforts among the sampled Brazilian firms.     

How purchasing agents handle personal risk

Purchasing agents are confronted with a myriad of stresses in their work. One of the most important stress factors faced is the perceived risk associated with making buying decisions. This article examines the concept of perceived risk from an organizational procurement perspective and presents the results of a study on percieved personal risk, experienced by industrial purchasing executives. The business implications of these findings are then discussed.     

Commitment in business-to-business relationships: The role of organizational and personal needs

This article examines commitment in business-to-business (B2B) relationships from the purchasing manager's perspective. It proposes that purchasing managers will form stronger bonds with suppliers who are better able to satisfy both the buying firm's organizational needs as well as the purchasing manager's personal needs. It also proposes that purchasing managers will be more influenced by personal rather than organizational need fulfillment. The results from a survey of purchasing managers support all hypotheses. The findings suggest that marketers will be able to develop stronger bonds with purchasing managers by offering benefit bundles that address both organizational and personal needs.     

Open innovation: Are inbound and outbound knowledge flows really complementary?

One novel implication of the open innovation paradigm is that inflows and outflows of knowledge are complementary. We argue that engaging simultaneously in buying and selling knowledge should allow firms to increase innovation outcomes. At the same time, we identify some of the relevant costs (cognitive, transaction, and organizational costs) that “open” firms can reduce by combining knowledge inflows and outflows. Empirically, however, we find no evidence for such complementarity in a sample of Belgian manufacturing firms. Firms buying and selling knowledge do increase their sales of new products, but at the same time their R&D costs increase more than proportionally. Our findings, therefore, indicate the need for research into a better understanding of the drivers of actual costs of organizing for open innovation. Copyright © 2015 John Wiley & Sons, Ltd.     

Customer solutions in the capital goods industry: Examining the impact of the buying center

Based on in-depth interviews with customers, this study explores the customers' view of relevant solution criteria in the capital goods industry. Our research examines (1) whether the initial four-process conceptualization of customer solutions also holds for this industry, or whether it has to be extended and (2) which criteria of the customer solution matter the most for each member of the buying center. This study reveals that customers purchasing solutions in the capital goods industry expect the provider to be excellent in terms of six customer/supplier relational processes, namely (1) customer requirements definition, (2) customization and integration of goods and/or services, (3) their deployment, (4) post-deployment support, (5) signaling activities, and (6) inter-process management. Moreover, we found that the relevance of these processes differs across the most important members of the buying center (users, buyers, and deciders) due to their specific organizational function.     

The development of the concept of communication competence to evaluate industrial firms' performance in cross-cultural interactions

In today's world industrial firms strive to achieve technical closeness in a multiplicity of cross-cultural environments. As yet, the management sciences appear not to have created concepts and procedures that have both heuristic merit and the potential to serve as a practical tool for describing and facilitating cross-cultural communication at the personal and organizational levels. This paper, drawing on the detailed evidence of five industrial firms' interactions (buying, selling, conducting market research and technical fact-finding) in and with France, the U. S. S. R., and Japan, will advance the concept of communication competence, an organizational capacity to interpret, and anticipate changes in, foreign sociocultural environments (Holden's Ph. D thesis, January 1986). It will be demonstrated that the concept of communication competence can be developed as a multi-dimensional device for assessing firms' capacities to sustain technical closeness and making evaluative comparisons of their performance.