Coalitions in organizational buying |
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| Authors: | Michael H. Morris Stanley M. Freedman |
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| Affiliation: | 1. MICHAEL H. MORRIS is Assistant Professor of Marketing, Old Dominion University, USA;2. STANLEY M. FREEDMAN is Business Executive in Residence at the School of Business, Old Dominion University, USA |
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| Abstract: | 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. |
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| Keywords: | Address correspondence to: Michael H. Morris Department of Marketing School of Business Old Dominion University Norfolk VA 23508-8507 USA. |
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