Chapter 3 The Organizational Buying Center as a Framework for Emergent Topics in Business-to-Business Marketing

Jennifer D. Chandler; Wes Johnston

doi:10.1108/S1069-0964(2012)0000018008

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Advances in Business Marketing and Purchasing

ISSN: 1069-0964
Series editor(s): Professor Arch Woodside

Subject Area: Marketing

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Chapter 3 The Organizational Buying Center as a Framework for Emergent Topics in Business-to-Business Marketing

Document Information:
Title:	Chapter 3 The Organizational Buying Center as a Framework for Emergent Topics in Business-to-Business Marketing
Author(s):	Jennifer D. Chandler, Wes Johnston
Volume:	18 Editor(s): Mark S. Glynn, Arch G. Woodside ISBN: 978-1-78052-576-1 eISBN: 978-1-78052-577-8
Citation:	Jennifer D. Chandler, Wes Johnston (2012), Chapter 3 The Organizational Buying Center as a Framework for Emergent Topics in Business-to-Business Marketing, in Mark S. Glynn, Arch G. Woodside (ed.) Business-to-Business Marketing Management: Strategies, Cases, and Solutions (Advances in Business Marketing and Purchasing, Volume 18), Emerald Group Publishing Limited, pp.41-87
DOI:	10.1108/S1069-0964(2012)0000018008 (Permanent URL)
Publisher:	Emerald Group Publishing Limited
Article type:	Chapter Item
Abstract:	This chapter reviews emergent research streams as a basis for a dynamic multilevel perspective on organizational buying behavior that can link seminal studies to more contemporary issues raised by managers and scholars alike. Since Johnston and Lewin's (1996) review, the literature does not include a comprehensive analysis of recent themes or general directions. From a managerial perspective, some of these issues that need coverage include the following questions. What are the best practices for integrating the organizational buying process with product design, development, and innovation? How can technology, media, and automation be leveraged in the buying process? For supplier relationships in which trust and commitment have been established, what are the best practices for using this to build competitive advantage? What are the best practices for leveraging the brands of products or services that are not owned by a firm? What are the best practices for managing buying processes across international markets?