Simulating buying center decision processes: propositions and methodology

Abstract

Organizational purchasing decisions can be thought of as rule‐discovery tasks in which members of the buying center develop proposals regarding the best choice of products and vendors. The uncertainty associated with buying center decisions causes the group to search for generalizations that describe the distinguishing characteristics of successful suppliers. Such generalizations identify the “rules” used to categorize future vendors; discovery of the best rules is key to accurate classification. Acknowledging the process of searching for patterns not only focuses attention on the information members use to derive patterns, but also provides a mechanism for investigating how members influence each other’s assessment of the patterns. Research into rule‐discovery tasks has the potential to enable monitoring of simulated organizational purchasing decision processes in the controlled environment of an experiment. The purpose of this paper is to suggest a set of propositions and a methodology for examining rule discovery task behavior in buying centers.

Citation

McNally, R. (2002), "Simulating buying center decision processes: propositions and methodology", Journal of Business & Industrial Marketing, Vol. 17 No. 2/3, pp. 167-180. https://doi.org/10.1108/08858620210419790