Are organizational buyers rational? Using price heuristics in functional risk judgment
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DOI: 10.1016/j.indmarman.2019.10.001
Abstract: Abstract Although recent studies on B2B marketing suggest that organizational buyers may not be as rational as the prevailing perspective would assume, empirical evidence is still scarce. We argue that managers infer a product's functional… read more here.
Keywords: buyers rational; functional risk; product; price ... See more keywords
A Relationship Governance Perspective of Organizational Buyers' Supplier Choice Decisions
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DOI: 10.1080/15332667.2017.1357522
Abstract: ABSTRACT Although the transaction cost analysis (TCA) has long been used by marketing and management scholars to study organizational buyers' make-or-buy decisions, it sheds limited light on their choice behavior beyond the make-or-buy trade-off. In… read more here.
Keywords: relationship governance; relationship; choice; make buy ... See more keywords