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

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Handbuch Business-to-Business-Marketing

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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  1. Lehrstuhl für Betriebswirtschaftslehre mit dem Schwerpunkt Marketing II, Universität Potsdam, Potsdam, Deutschland

    Prof. Dr. Uta Herbst & Birte Kemmerling

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  1. Prof. Dr. Uta Herbst
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  2. Birte Kemmerling
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Correspondence to Uta Herbst .

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  1. Inst. f. Anlagen- u. Systemtechnik, Universität Münster, Münster, Nordrhein-Westfalen, Germany

    Klaus Backhaus

  2. Inst. f. BWL, Lst. f. Marketing, Universität Hohenheim, Stuttgart, Baden-Württemberg, Germany

    Markus Voeth

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Herbst, U., Kemmerling, B. (2015). Buying Center-Analyse: Wo kommen wir her, wo stehen wir, wo sollten wir hin?. In: Backhaus, K., Voeth, M. (eds) Handbuch Business-to-Business-Marketing. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-8349-4681-2_3

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