Theory transitions in organizational buying behavior research

Elizabeth J. Wilson (Associate Professor in the Department of Marketing, College of Business Administration, Louisiana State University, Baton Rouge, Louisiana, USA)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Publication date: 1 December 1996


Organizational buying is an active research domain with hundreds of studies grounded in one or several of the complementary theoretical models in the literature. In recent years, however, many scholars have focussed on the importance of the buyer‐seller relationship. For many research studies, the theoretical framework has expanded from a buying‐side‐only perspective. Explores the reason for this transition in terms of changes in the business‐to‐business environment. Given the environmental changes, the next theory transition may be to view buying and selling relationships between firms from a systems perspective. Introduces basic systems thinking concepts as they may apply in the buyer‐seller context.



Wilson, E. (1996), "Theory transitions in organizational buying behavior research", Journal of Business & Industrial Marketing, Vol. 11 No. 6, pp. 7-19.

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Copyright © 1996, MCB UP Limited

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