The opportunities and costs of highly involved organizational buyers

This research investigates the impact of an organizational buyer’s product involvement on the customer firm’s and supplier’s financial outcomes. The results suggest that highly involved organizational buyers are willing to pay more, which benefits the supplier, but they are also perceived by the sup...

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Bibliographische Detailangaben

Veröffentlicht in:	Journal of the Academy of Marketing Science 2023-03, Vol.51 (2), p.480-501
Hauptverfasser:	McClure, Colleen E., Lawrence, Justin M., Arnold, Todd J., Scheer, Lisa K.
Format:	Artikel
Sprache:	eng
Schlagworte:	Business and Management Buyers Cost benefit analysis Financial performance Liquor Marketing Organizational research Original Empirical Research Profitability Purchasing Purchasing agents Social Sciences Suppliers
Online-Zugang:	Volltext
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