haku: @author Henthorne, T.L. / yhteensä: 2
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| Tekijä: | Henthorne, T.L. LaTour, M.S. Williams, A.J. |
| Otsikko: | How organizational buyers reduce risk (Einkaufsentscheidung; Teamwork; Sales Management) |
| Lehti: | Industrial Marketing Management
1993 : FEB, VOL. 22:1, p. 41-48 |
| Asiasana: | |
| Vapaa asiasana: | EINKAUF, MARKETINGSTRATEGIE |
| Kieli: | eng |
| Tiivistelmä: | As procurement decision making becomes more complicated and fraught with the ever increasing influence of extraneous factors, managers are grappling for alternative methods and approaches to supplement or complement traditional efforts. This study examined the role played by informal members of the buying center and the impact these informal members had on the type and level of risk perceived by the organizational buyer. The results indicated that informal influence has a significant affect on perceived risk experienced by the organizational buyer. Specific marketing management implications are proposed. |
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