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Buyers differ in evaluating suppliers |
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| Authors: | Lowell E Crow Jay D Lindquist |
| Abstract: | This article discusses the industrial buyer's vendor evaluation in light of past vendor performance. A conjoint analysis approach was used to determine the relative importance of factors and the levels of performance. This evaluation indicated that industrial buyers can be classified into classical decision model categories. |
| Keywords: | Address reprint requests to: Lowell Crow College of Business Department of Marketing Western Michigan University Kalamazoo Michigan 49008 USA |
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