Auteur(s) : Xu, Liying
Directeur : Andreas Munzel
Composante : EMS
Date de création : 30-06-2013

Description : International and European Business, The subject of this paper is “Business-to-Business Marketing (B2B)”. Despite continuing and increasing research in B2B marketing, there is still a critical shortage of systematic constructs for this field. Properly and promptly understanding the organizational buying behavior can help marketers develop competitiveness. This study reviews and summarizes 46 years of research on organizational buying behavior (OBB) following the three conceptual models published by Robinson, Fans, and Wind (1967), Webster and Wind (1972), and Sheth (1973). The author defines and classifies the existing driving forces behind the organizational buying behavior based on reviewing more than 100 articles not only in the discipline of marketing but also in supply chain management. Firstly, the drivers of OBB are classified into five themes. Secondly, based on a secondary data analysis from the reports and surveys conducted by institutions and organizations, this study identifies globalization, social responsibilities, organizational strategy, E-procurement, buyer-seller relationship, continuity of supply, word-of-mouth and cost killing as the factors that have gained more and more importance in affecting organizational buying behavior in the present and the future. Finally, the author suggests that the correlation between these factors is a very interesting and important topic to study on in the future., Thèses et écrits académiques
Mots-clés libres : Marketing industriel, Comportement des consommateurs, International and European Business, Business-to-Business marketing, Organizational buying behavior, Buying Center, 650
Couverture : FR