We are in an era of massive disruptions in markets, media, management approaches and business models. These disruptions are being caused by rapid technological changes on the one hand and tectonic shifts in customer preferences and societal behaviour on the other. Marketing knowledge and practices have to advance at a significantly higher pace to address the changing context of market behaviour. Handbook of Advances in Marketing in an Era of Disruptions is meant to share ideas and new knowledge that are relevant to this world of disruptions. Leading scholars from around the world, who have keenly observed the changing market environment, business policies, parameters, theories, methods and practices, have put forth their theses on how marketing thinking needs to evolve to keep pace with the market reality.
Chapter 24: Organizational Buying Behaviour: Where We Have Been and Where We Need to Go In
After a strong start in the 1970s and 1980s, the field of organizational buying behaviour (OBB) has been in the doldrums. The early conceptualizations by Sheth, Wind, Webster and other scholars provided a strong foundation for what we now call B2B (business-to-business) marketing. However, conceptual and methodological advancements beyond these early formulations have been minimal in the past 20 years, and the result is that we are not fully prepared to deal with the increasing complexity and dynamism of OBB brought on by the ...