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| Tekijä: | Supphellen, M. Gronhaug, K. |
| Otsikko: | The Role of Formal Authority in Buyer Evaluation of Business Research Suppliers: A Scandinavian Case |
| Lehti: | Journal of Business-to-Business Marketing
2003 : VOL. 10:2, p. 53- 76 |
| Asiasana: | RESEARCH BUYING AUTHORITY SCANDINAVIA |
| Kieli: | eng |
| Tiivistelmä: | This paper focuses on organizational buying of complex services, specifically external purchasing of business research. Based on relevant literature it was expected that key decision makers, though motivated to evaluate complex experience and credence attributes such as suppliers competence, would tend to use mot e simple search attributes such as price and reputation in attitude formation processes. Moreover, the formal authority level of key decision-makers was expected to moderate the relative impact of search versus experience/credence attributes. Hypotheses were tested and largely supported by the data from a survey of 52 major Scandinavian buyers of business research. Theoretical and managerial implications are discussed. |
SCIMA