Measuring Influence in Organizational Purchase Decisions (Classic Reprint)

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Excerpt from Measuring Influence in Organizational Purchase DecisionsReceived conceptualizations of organizational buying behavior routinely emphasize joint decision making and the attendant notion of a buying center as being the relevant unit of analysis. However, this orientation is often not reflected in empirical research conducted in this field which continues to fo cus attention on a single individual within an organization rather than on a buying collectivity or group (spekman and Calder l978, and Wind The per sistence of a number of formidable methodological issues is seen as the prin cipal barrier to further progress. Among the most basic problems to be resolved is that of establishing a viable method for delineating the composition of buy ing centers. As Bonoma, Zaltman, and Johnston (1977) recently observed, The complex, vague, and often changing composition of the buying center makes it difficult to ascertain empirically just who is involved in organizational buy ing (p.About the PublisherForgotten Books publishes hundreds of thousands of rare and classic books. Find more at www.forgottenbooks.comThis book is a reproduction of an important historical work. Forgotten Books uses state-of-the-art technology to digitally reconstruct the work, preserving the original format whilst repairing imperfections present in the aged copy. In rare cases, an imperfection in the original, such as a blemish or missing page, may be replicated in our edition. We do, however, repair the vast majority of imperfections successfully, any imperfections that remain are intentionally left to preserve the state of such historical works.