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Buying Center-Analyse: Wo kommen wir her, wo stehen wir, wo sollten wir hin?

  • Uta HerbstEmail author
  • Birte Kemmerling
Chapter

Zusammenfassung

Seit über 40 Jahren beschäftigt sich die Industriegütermarketing-Forschung mit der Analyse des Beschaffungsverhaltens von Unternehmen. In diesem Zusammenhang kommt der Analyse des Buying Centers, das für den organisationalen Einkauf verantwortliche Gremium, eine besondere Aufmerksamkeit zu. Interessanterweise gibt es bisher jedoch – trotz der Vielzahl an Studien in diesem Bereich – keine Arbeit, die die existierenden Erkenntnisse der Buying Center-Analyse umfassend analysiert und zusammenfasst, um weiteren Forschungsbedarf für die Forschung abzuleiten und bestehende Implikationen für die Praxis zu systematisieren. Daher ist es das Ziel des vorliegenden Artikels, einen Überblick zum aktuellen Stand der seit den 1970er Jahren bestehenden Literatur zur Buying Center-Analyse zu schaffen.

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© Gabler Verlag | Springer Fachmedien Wiesbaden GmbH, Wiesbaden 2015

Authors and Affiliations

  1. 1.Lehrstuhl für Betriebswirtschaftslehre mit dem Schwerpunkt Marketing IIUniversität PotsdamPotsdamDeutschland

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