Organizational Buying Behavior: Where We Have Been and Where We Need to Go
Robert E. Spekman
University of Virginia - Darden School of Business
Robert J. Thomas
Georgetown University - Department of Marketing
December 11, 2011
Darden Business School Working Paper No. 1993207
Georgetown McDonough School of Business Research Paper No. 2012-05
After a strong start in the 1970s and 1980s, the field of organizational buying behavior (OBB) has been in the doldrums. The early conceptualizations by Wind, Webster, Sheth and other scholars provided a strong foundation for what we now call B2B (business-to-business) marketing. However, conceptual and methodological advancements beyond these early formulations have been minimal in the past 20 years, and the result is that we are not fully prepared to deal with the increasing complexity and dynamism of organizational buying behavior brought on by the impact of globalization, new digital communication technologies, and other market forces. In this paper, we provide an overview of the historical development of the OBB literature and attempt to identify issues and opportunities for bridge-building from the past to the future to stimulate a resurgence of interest in studying this important aspect of marketing.
Number of Pages in PDF File: 29
Keywords: Business-to-Business marketing, organizational buying behavior, B2B marketing strategy
JEL Classification: M31working papers series
Date posted: January 29, 2012
© 2013 Social Science Electronic Publishing, Inc. All Rights Reserved.
This page was processed by apollo6 in 0.438 seconds