Evolution - Transition & Future of Organizational Buyer Behavior Theory
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Transcript of Evolution - Transition & Future of Organizational Buyer Behavior Theory
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Evolution - Transition & Future of Organizational Buying Behavior
Theory
By Ashish viswanath Prakash
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Objectives
Consumer Vs Org. buying behavior ? 2 sides of the same coin?
The evolution and transition of organizational buying behavior theory
Future : Buyer – Seller relationship from Systems perspective ?
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Why divide consumer & org. buyer behavior?
Buying and purchasing ? Distinct why?
Demarcation exaggerated ?
inhibiting generic theory development ?
Why separate theory for same individual placed in different
contexts ?
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Assumption:Consumers buy as willful individuals; while organizations purchase as rational groups.
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Organizations & Individuals
Organization :Group of individuals lending support to loose hierarchy of objectives.
Do they relate to values and objectives of their participants?
Why should we assume that individual behaves fundamentally different when
embedded within the context of one form of org.(professional) as compared to the
other (social) ?
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Organizations = consumer ?
Family = small organization ?
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Outdated assumptions of OBB Theory
Applicable only to large manufacturing org. ?
SME, not for profit ,family org., charity, service sector ??
Organizational purchasing – Rational & logical activity
Ignores habitual, experiential & intuitive behavior of managers.
Unilateral approach
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Buying decision - Rational or Behavioral ?
Org. Buying – protracted,collective and rational
Consumer purchasing – prompt, individual and idiosyncratic
Are these assumptions actually true ? Needs rethinking?
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How rational is ‘rational approach’ ?
Socio- Cultural,political influence at work
Eg :Power relation, career aspirations, risk tolerance, cultural &
intellectual prejudice
Corrosive influence on decision making rationality.
DISSONACE AVOIDING BEHAVIOR as in consumer buying
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The Myth of DMU – collective decision making?
Is consumer buying influenced by Collective decision? Users Influencers Buyer Decider Gatekeeper
Aren’t they applicable to consumer buyer behavior?
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Professionalism Only attributable to organizational purchasing?
Under estimates the degree of professionalism in consumer
buying process??
House wives ??
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Consumer buying – casual & leisure overtone Assumption : Consumers unlike professionals buy for social, recreational and therpeutic
reasons
Ok agreed !! But do companies follow same behavior ? Of course
Evidence please !!
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Org. indulged in therapeutic buying e.g. Respond to manager’s needs for status through expensive cars & perks Private jets Landscaping staff party Purchasing elaborate IT systems Revamping logos,letter head, websites
US govt investment in star wars project
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Consumer buying behaviour
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Integrated approach
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Evolution of organizational buyer behavior theory
The 3 models of organizational buying behavior
1. RFW (Robinson, Faris, and Wind)
2. Sheth
3. Webster & Wind
published within a six-year period (1967-1973)
Each describe industrial buying behavior in unique ways:
RFW : BUYGRID framework & buying situations (new task, modified rebuy,
straight rebuy).
diagrammatic representation of industrial buying (as Sheth and WW)
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Further modifications Choffray and Lilien (1978; 1980) propose a sequential process of individual
decision making, followed by formation of organizational preferences, resulting in
supplier choice.
Anderson and Chambers (1985) offer a model of based on rewards and
measurements of performance.
Bunn (1993) developed a taxonomy that categorizes buying decisions into six
groups from casual purchase to a strategic new task purchase.
Johnston and Lewin (1996) consider the models of RFW, Sheth, and WW to
develop an integrated model.
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Old model
purchasing -- not viewed as a value-adding function.
Purchasing performance -measured by levels of price discounts from
suppliers
Goals are in direct competition
Buying at lowest price
Short term
Very little interaction
No feedback
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100s of empirical studies to test bits and pieces of the theoretical models.
DRAMATIC SHIFT in research focus --movement from studying buyers and
sellers in isolation to studying the relationship between firms
Reason: changes in the external business environment
Competition
Innovation
Total quality perspective
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New Model :
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What does this mean ?
Focus on product quality and customer-service quality may induce buyers and
sellers to become more cooperative and view one another as long-term
partners rather than adversaries.
Eg: TATA NANO
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Features :Fewer suppliers e.g. : Xerox – 2000 to 300
Win –win situation
Loyalty
increased communication and information sharing
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Towards integrative approach Johnston and Bonoma (1981) and Johnston and Spekman (1987)
Buyer and seller as parts of a system.
Importance of feedback
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Linear approach
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Systems approach
?
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Reality is filled with feedback loops and delays
minimizing system delays is the key to increasing system performance.
JIT JIT 2 – Bose corporation – one step ahead.
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Global cooperative systems Cooperation between firms – several dimensions:
resource/information sharing, joint working, and flexibility
Continuity of the relationship is dependent on :
shared vision
goal compatibility
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Reference: Elizabeth J. Wilson; Theory transitions in organizational buying behavior research:
JOURNAL OF BUSINESS & INDUSTRIAL MARKETING VOL. 11 NO. 6 1996, pp. 7-19
Wilson F Dominic ; Why divide consumer and organizational buyer behavior?; European journal of marketing volume 34 ,2000,pp780-796