Industrial buyers' expectations of supplier-attributes across developing countries: Implications for marketing strategies

This paper presents a cross-country comparative study of industrial buyers' expectations of supplier attributes which manifest in the process of supplier selection. The results indicate a variance in these expectations across the countries, implying a multinational rather than a global approach in marketing industrial goods beyond domestic borders. The possible role of cultural factors in the formation of these divergent expectations is suggested. The implications of the findings for developing appropriate marketing strategies, and for future research, are discussed.