Mapping Out the Field of Gender and Buyer-Seller Relationships: Developing a New Perspective

Posted: 14 Sep 2010

See all articles by Andrea Beetles

Andrea Beetles

Cardiff University - Cardiff Business School

Andrew Crane

University of Bath - School of Management

Date Written: February 1, 2005

Abstract

Buyer-seller relationships have long been of intense interest to marketing academics and practitioners, most particularly within the domain of business-to-business markets, but also more recently within the purview of business-to-consumer markets. This paper looks at the role of gender in buyer-seller relationships. Covering the literature from sales and from consumer behaviour, the general lack of a specific gender perspective in the interactions between buyers and sellers is identified and weaknesses in the current literature are highlighted. It identifies an opportunity to develop and apply feminist research practice to this increasingly important area. The benefits, opportunities, and limitations of the feminist research approach are specified and some initial conclusions presented.

Keywords: buyer-seller relationships, gender, feminism, methodology

Suggested Citation

Beetles, Andrea and Crane, Andrew, Mapping Out the Field of Gender and Buyer-Seller Relationships: Developing a New Perspective (February 1, 2005). Available at SSRN: https://ssrn.com/abstract=1676769

Andrea Beetles

Cardiff University - Cardiff Business School ( email )

Aberconway Building
Colum Drive
Cardiff, CF10 3EU
United Kingdom

Andrew Crane (Contact Author)

University of Bath - School of Management ( email )

Claverton Down
Bath, BA2 7AY
United Kingdom

HOME PAGE: http://www.bath.ac.uk/management/faculty/andrew-crane.html

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