Buying center research and business marketing practice: meeting the challenge of dynamic marketing

Morry Ghingold (Associate Professor of Marketing, College of Business, Bloomsburg University, Bloomsburg, Pennsylvania, USA)
David T. Wilson (Alvin H. Clemens Professor of Entrepreneurial Studies, Managing Director, Institute for the Study of Business Markets, The Pennsylvania State University, University Park, USA)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Publication date: 1 April 1998

Abstract

The make‐up, structure, functioning and outputs of multi‐person buying decision‐making units, commonly referred to as “buying centers,” have received substantial attention in the business marketing literature. Although most business buying decisions are non‐static in nature, theorists and researchers have been hard pressed to effectively capture the dynamic nature of business buyers’ decision‐making processes. This paper presents a synthesis of recent buying center research and reports the findings of a study which attempted to capture “process effects” in buying center structure during the buying process. Study findings affirm the widely held belief that buying centers change over time and provide interesting insights regarding how these decision‐making units change in structure and make‐up over time. The resulting implications and caveats of these findings for business marketers are discussed.

Keywords

Citation

Ghingold, M. and Wilson, D. (1998), "Buying center research and business marketing practice: meeting the challenge of dynamic marketing", Journal of Business & Industrial Marketing, Vol. 13 No. 2, pp. 96-108. https://doi.org/10.1108/08858629810213315

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Publisher

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MCB UP Ltd

Copyright © 1998, MCB UP Limited

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