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PARTICIPATION IN THE BUYING PROCESS: A VENDOR'S PERSPECTIVE

Richard M. Reese (Ph.D. in Marketing from the University of Texas at Austin. He is currently Professor of Marketing at Clemson University. Dr. Reese's articles have appeared in such journals as the Naval Research Logistics Quarterly, The Logistics and Transportation Review, Administrative Science Quarterly, Journal of Business Research and the Journal of Bank Research.)
Louis H. Stone (Assistant Professor of Marketing at Clemson University. He received his Ph.D. at the University of North Carolina at Chapel Hill. Dr. Stone's publications have focused on the selling process and have appeared in journals such as The Journal of Bank Marketing.)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 1 January 1987

509

Abstract

The objective of this research was to explore the question, “Who is involved in the various phases of the organizational buying process?” To provide a framework for analysis, a BUYGRID model was modified so that the degree of participation of three levels of organizations could be examined in each buy phase for both a new‐task and a modified rebuy situation for the purchase of a computer software package. The BUYGRID model was modified to introduce a “negotiation loop,” a phase that has not traditionally been included as a buy phase. The results reveal that top management and middle management are significantly more involved than the operations group in six of the phases of the buying process, including the negotiation phase.

Citation

Reese, R.M. and Stone, L.H. (1987), "PARTICIPATION IN THE BUYING PROCESS: A VENDOR'S PERSPECTIVE", Journal of Business & Industrial Marketing, Vol. 2 No. 1, pp. 51-60. https://doi.org/10.1108/eb006018

Publisher

:

MCB UP Ltd

Copyright © 1987, MCB UP Limited

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