Naslov
Understanding organizational buying behavior: the need for reconciliation

Autori
Sinčić Ćorić, Dubravka ; Piri Rajh, Sunčana

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Proceedings of the 2nd International Conference on Contemporary Marketing Issues (ICCMI) / - Atena, 2014, 841-848

ISBN
978-960-287-145-4

Skup
2nd International Conference on Contemporary Marketing Issues (ICCMI)

Mjesto i datum
Atena, Grčka, 18.06.2014. - 20.06.2014

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
organizational buying behaviour; organizational purchasing; business-to-business marketing; content analysis

Sažetak
The aims of this paper are to analyze the present body of knowledge in the area of organizational buying behavior, and to propose development of methodology of assessment of different buying approaches. For that purposes, the content analysis of the scientific papers published in the relevant journals and cited in the most valuable secondary sources of information was conducted. The content analysis revealed that the area of organizational buying behavior is researched in many different ways and with diverse approaches. The majority of the research is of a empirical or descriptive nature. According to their focus, they can be grouped into one of the following groups: (1) the first stream of research deals with situational determinants of a buying behavior ; (2) the second group of research explores and analyzes the phases of a buying process ; while (3) the third group of research pay attention to the different influences that affect those involved in a buying processes within the organization.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA