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| Author: | Jennings, R. Plank, R. |
| Title: | When the purchasing agent is a committee: implications for industrial marketing |
| Journal: | Industrial Marketing Management
1995 : OCT, VOL. 24:5, p. 411-419 |
| Index terms: | INDUSTRIAL MARKETING PURCHASING MANAGEMENT |
| Language: | eng |
| Abstract: | This article describes a research project that investigated the relationship between the purchasing decision process occurring within a firm and intrinsic factors relating to the product. The study determined the effects of product complexity on the procurement process and identified those dimensions of complexity to which participating departments are sensitive. The results of the study provide information of great value to the theoretical development of buying centers as well as to those involved in targeting industrial marketing efforts. |
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