In recent years many conceptual and methodological developments have contributed to our understanding of industrial organizations as consumers. Yet there is still a lack of purpose and no sense of direction to much of the research in the area of industrial marketing/organizational buying. This paper develops a framework for approaching organizational buying research in a more conceptually rigorous and methodologically sound fashion. Within the proposed framework current problems in the area are discussed and needed research is highlighted. © 1982.
CITATION STYLE
Johnston, W. J., & Spekman, R. E. (1982). Industrial buying behavior: A need for an integrative approach. Journal of Business Research, 10(2), 135–146. https://doi.org/10.1016/0148-2963(82)90023-6
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