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170:"some studies have shown that participation and influence do vary according to the buygrid framework ... but other studies have shown that they do not". Co-author Yoram Wind, looking back at the Buygrid Model 25 years after its publication, held that the model had provided "a very useful framework" whose "underlying dimensions valid", but "its generalizability under a variety of market situations not yet completely understood".
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group, but in other cases, it is a formally sanctioned group with a specific mandate. American research undertaken by McWilliams in 1992 found out that the mean size of a buying center mainly consisted of four people. The range in this research was between three and five people. The type of purchase
169:
s "Buygrid
Framework" saw new task activities, dealing with a problem which has not arisen before, as more complex than the other buy classes, and closer to achieving a general solution applicable in future rebuy activities. McQuiston in 1989 noted mixed empirical findings regarding the framework:
361:
Robinson, P. J., C. W. Farris, and Y. Wind (1967), Industrial Buying and
Creative Marketing, Boston, MA: Allyn and Bacon, quoted in Wesley J. Johnston and Thomas V. Bonoma, "The Buying Center: Structure and Interaction Patterns" in Journal of Marketing, Vol. 45, No. 3 (Summer, 1981), pp. 143-156,
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and product search: this process contains the search for suppliers that can meet a company's product or service needs. First a supplier that matches with the specifications of the company has to be found. The second condition is that the supplier can satisfy the organizations financial and supply
345:
The buying center is sometimes referred to as the decision making unit (DMU) or buying group. The buying center or decision making unit is a useful tool which answers the question—Who are involved in buying decision in an industrial organization? It is defined as a body of all the individuals or
287:(SMEs). Thompson and Panayiotopoulos suggest that some purchasing decisions in SMEs, especially in a rebuy context, are made by one person and therefore not really a "group" activity, although in a new-buy situation, " the influence of other people may be greater".
134:
Need or problem recognition: the recognition can start for two reasons. The first reason can be to solve a specific problem of the company. The other reason can be to improve a company's current operations/performance or to pursue new
57:(1967). A DMU consists of all the people of an organization who are involved in the buying decision. The decision to purchase involves those with purchasing and financial expertise; those with technical expertise, and of course the
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may differ from or may shape the structure of the buying center and examining how a particular buying strategy may serve to mediate the effects of environmental uncertainty on the structure of the buying center.
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that has to be done and the stage of the buying process influence the size. More recent research found that the structure, including the size, of buying centers depends on the
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Selection of order routine: this stadium starts after the selection of the supplier. It mainly consists of negotiating and agreeing with the supplier about certain details.
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There are several conceptual and methodological issues concerning buying centers which in 1986 were thought to need additional research. These issues can be divided into:
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In this process of making decisions different roles can be given to certain members of the center of the unit depending on the importance of the part of the organization.
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One stream of research focuses on the number of decision phases and their timing and the other emphasizes the type of decision-making model (or choice routine) utilized.
61:. McDonald, Rogers and Woodburn (2000) state that identifying and influencing all the people involved in the buying decision is a prerequisite in the process of
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Determining product specification: The specification includes the peculiarities which the product/service that is going to be purchased must contain.
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Evaluation of proposals and selection of suppliers: the different possible suppliers will be evaluated by the different departments of the company.
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195:. The reason given is: This section should cover buying center research (if any) undertaken since 1986, which may have addressed these issues.
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The role of information technology adoption in the globalization of business buying behavior: a conceptual model and research propositions
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Distinguishing the buying center from its environment, also defining and delimiting the activities of a particular buying center.
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Wood, John "Andy" (October 2005). "Organizational configuration as an antecedent to buying centers' size and structure".
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99:. classified "buy classes" as "straight rebuy", "modified rebuy" or "new task", also referred to as "new task buying".
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When the DMU wants to purchase a certain product or service the following steps are taken inside the buying center:
648:
572:
Spekman, Robert E.; Kjell, Gronhaug (July 1986). "Conceptual and methodological issues in buying centre research".
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Thompson, K.E. and
Panayiotopoulos, P. (1999), "Predicting behavioural intention in a small business context",
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value and influence in organisational efficiency and effectiveness) formulates the understanding of purchasing
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Performance feedback and evaluation: performance and quality of the purchased goods will be evaluated.
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noted in 2005 that very little academic discussion had taken place regarding buyer behaviour within
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Please help update this article to reflect recent events or newly available information.
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Novelty, Complexity, and
Importance as Causal Determinants of Industrial Buyer Behavior
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Some of the key factors influencing a buying center or DMU's activities include:
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The concept of a DMU was developed in 1967 by
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Product type (e.g. materials, components, plant and equipment, or
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The informal interactions that emerge during the buying process.
321:(2nd ed.). New Delhi: Tata McGraw-Hill Education. p.
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and who have interdependent objectives and share common risks.
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Buyer behaviour in SMEs: Research sponsored by
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Buy class. The "Buygrid" model developed by
Robinson
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Power and conflict issues within the buying center.
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449:Jobber, David; Ellis-Chadwick, Fiona (2013). "5".
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218:Buying center boundaries and buying center domain
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273:Application to small and medium-sized businesses
401:McDonald, M.; Rogers, B.; Woodburn, D. (2000).
113:In some cases the buying center is an informal
517:Journal of Business & Industrial Marketing
73:The concept of a buying center (as a focus of
439:, 22/4, 2007, p. 223, accessed 18 August 2023
375:Robinson, P.; Faris, Y.; Wind, C. W. (1967).
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437:Journal of Business and Industrial Marketing
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377:Industrial buying and creative marketing
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243:Process considerations in buying center
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319:Industrial marketing: text and cases
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80:, and as a core factor in creating
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285:small and medium-sized enterprises
104:maintenance, repair and operations
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560:The BuyGrid Model: 25 Years Later
478:"Determining buying center size"
405:. Oxford: Butterworth-Heinemann.
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558:Wind, Y. and Thomas, R. J.,
494:10.1016/0019-8501(92)90032-O
346:groups participating in the
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431:Roy, S. and Sivakumar, K.,
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46:who become involved in the
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109:Importance of the purchase
529:10.1108/08858620510618101
191:This section needs to be
88:in complex environments.
625:10.1108/EUM0000000004564
586:10.1108/EUM0000000004656
362:accessed 6 December 2015
236:organizational structure
120:organizational structure
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649:Organizational behavior
348:buying decision process
228:Buying center structure
126:Decision-making process
27:Organizational behavior
422:, accessed 11 May 2023
644:Business-to-business
547:Journal of Marketing
137:market opportunities
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304:References
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165:Robinson
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602:(1967),
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