An empirical investigation of the differences in goods and services as perceived by organizational buyers

Article Abstract:

This research contributes an organizational buyer's viewpoint to the study of differences in marketing goods and services. Most services marketing research focuses on consumer markets. Few studies have examined services marketing in the case of industrial services. Fewer still have examined industrial services marketing from the perspective of the organizational buyer. A survey of organizational buyers from a variety of industries indicates buyers perceive significant differences in the task of buying industrial services. These differences are described in terms of six latent dimensions. (Reprinted by permission of the publisher.)

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When the purchasing agent is a committee: implications for industrial marketing

Article Abstract:

This article describes a research project that investigated the relationship between the purchasing decision process occurring within a firm and intrinsic factors relating to the product. The study determined the effects of product complexity on the procurement process and identified those dimensions of complexity to which participating departments are sensitive. The results of the study provide information of great value to the theoretical development of buying centers as well as to those involved in targeting industrial marketing efforts. (Reprinted by permission of the publisher.)

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Determining buying center size

Article Abstract:

This research utilized microcontingency analysis to study buying center size. The constructs of purchase situations and purchase phases were drawn from the early organizational buyer behavior models and were validated as being significantly related to buying center size. The results have implications for industrial marketing research and strategy. (Reprinted by permission of the publisher.)

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