How do the Internet and Internationalization Affect the Buying Center?

Abstract

Drawing from seminal research on organizational buying behavior (Johnston, 1979; Johnston & Bonoma, 1981), we use a case study format to explore the impact of the Internet and internationalization on today's industrial procurement processes. Interviews with senior managers of an industrial distributor reveal several key insights regarding the impact of the Internet on buyer–supplier interactions and the importance of global sourcing. Based on these exploratory findings, implications for future research are offered.

Citation

Axinn, C.N., Deeter-Schmelz, D.R., Straley, B.T. and Zavoral, E.J. (2006), "How do the Internet and Internationalization Affect the Buying Center?", International Marketing Research (Advances in International Marketing, Vol. 17), Emerald Group Publishing Limited, Leeds, pp. 347-368. https://doi.org/10.1016/S1474-7979(06)17013-1