Organizational Buying Outcomes and Their Effects on Subsequent Decisions

European Journal of Marketing

ISSN: 0309-0566

Publication date: 1 April 1992

Abstract

In organizational buying, the outcomes of one purchase decision, and activities in the post‐decision period, affect how the next related decision is approached. Here a taxonomy is developed to organize buying decision outcomes. Using an established conceptualization of the buying centre and buying decision process, a propositional inventory of how selected outcomes may impact aspects of subsequent organizational buying decisions is also suggested. This leads to implications for marketing managers and to directions for further research.

Keywords

Citation

Barclay, D.W. (1992), "Organizational Buying Outcomes and Their Effects on Subsequent Decisions", European Journal of Marketing, Vol. 26 No. 4, pp. 48-64. https://doi.org/10.1108/03090569210012417

Publisher

:

MCB UP Ltd

Copyright © 1992, MCB UP Limited

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