The buying center concept as a milestone in industrial marketing: Review and research agenda

被引:23
作者
Cabanelas, Pablo [1 ]
Cortez, Roberto Mora [2 ]
Charterina, Jon [3 ,4 ]
机构
[1] Univ Vigo, Dept Management & Mkt, Vigo, Spain
[2] Southern Denmark Univ, Dept Entrepreneurship & Relationship Management, Kolding, Denmark
[3] Univ Basque Country, Dept Mkt, Bilbao, Spain
[4] Univ Basque Country, Business Adm, Bilbao, Spain
关键词
Buying center; Organizational buying behavior; Decision -making unit; Systematic literature review; Research agenda; COMPLEX ADAPTIVE SYSTEMS; VALUE CO-CREATION; BUSINESS PROCUREMENT; INFLUENCE STRATEGIES; PURCHASING AGENT; MODEL; IMPACT; BEHAVIOR; MANAGEMENT; USERS;
D O I
10.1016/j.indmarman.2022.10.026
中图分类号
F [经济];
学科分类号
02 ;
摘要
The buying center (BC) has captivated the attention of researchers for >50 years, becoming a central element of organizational buying behavior. While it seems easy to identify the BC participants in any given situation, the marketing literature lacks an integrative framework for examining the nature of BC. The purpose of this study is threefold: (1) to develop a rigorous BC conceptual model; (2) to provide an assessment of the BC state-of-the-art; and (3) to identify key opportunities for future research. Based on a systematic literature review, the descriptive findings indicate a decreasing number of publications since the late 2000s and that top-tier marketing journals have been almost silent since the early 90s. The domain-based findings suggest a three-layer model driving a thorough understanding of the concept, the main stages associated with BC deployment (formation, dynamics, and outcomes), and the contextual factors influencing BC decision-making.
引用
收藏
页码:65 / 78
页数:14
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