Abstract
In industrial markets purchasing decisions are made by buying centers. Sellers thus have to analyze buying centers in order to generate effective strategies and measures. If we consider progressive economic globalization in this context, it becomes clear that a success promising analysis of buying centers cannot take place from a purely national perspective. On the contrary, the current ongoing globalization process emphasizes the importance of international investigation perspectives and the need to obtain international findings regarding market powers, processes and decision-making elements. There are numerous differences between buying centers in different countries. However, the international buying center analysis is only at an early stage of development. Most studies only analyze one aspect of the complex multipersonal decision process and mostly only for few countries. Thus we identify a lack of comprehensiveness in international buying center research and reveal some interesting starting points for further research.
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Herbst, U., Barisch, S. & Voeth, M. International Buying Center Analysis – The Status Quo of Research . J Bus Market Manage 2, 123–140 (2008). https://doi.org/10.1007/s12087-008-0026-9
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DOI: https://doi.org/10.1007/s12087-008-0026-9