Organizational buying in selected Yugoslav firms |
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| Authors: | Arch G Woodside Tibor Karpati Dubravko Kakarigi |
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| Institution: | 1. ARCH G. WOODSIDE is Program Director and Professor of Marketing at the University of South Carolina, USA;7. TIBOR KARPATI is Professor and Head of Marketing at the University of Osijek, Yugoslavia;2. DUBRAVKO KAKARIGI is Instructor of Marketing, University of Osijek, Yugoslavia |
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| Abstract: | Findings from a study of 14 Yugoslav industrial marketing managers support two hypotheses on the behavior of buying centers: (1) membership in the buying center changes through the buying process, and (2) top management playing a ratifying role of choices to maintain long-term, stable relationships between suppliers and customers may substantially affect exchange behavior. |
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