Title
Measuring Coalitions In The Industrial Buying Center
Abstract
Currently, little is understood about the behavioral dynamics which take place in the industrial buying process. Coalition formation has been emphasized as a frequent behavioral strategy on the part of buying center members. The absence of much theoretical or empirical work in the area of coalition formation within the buying center may be due to significant measurement problems. This article presents one approach for addressing these problems. Specifically, by using a sociometric method for data collection, group structure and coalitions are identified through the use of multidimensional scaling. To demonstrate applicability in a group context, multidimensional scaling is briefly reviewed. Results of an experimental application of this approach to a vendor choice decision are described. © 1985 Academy of Marketing Science.
Publication Date
9-1-1985
Publication Title
Journal of the Academy of Marketing Science
Volume
13
Issue
4
Number of Pages
18-39
Document Type
Article
Personal Identifier
scopus
DOI Link
https://doi.org/10.1007/BF02737197
Copyright Status
Unknown
Socpus ID
51649152744 (Scopus)
Source API URL
https://api.elsevier.com/content/abstract/scopus_id/51649152744
STARS Citation
Morris, Michael H.; Stanton, Wilbur W.; and Calantone, Roger J., "Measuring Coalitions In The Industrial Buying Center" (1985). Scopus Export 1980s. 127.
https://stars.library.ucf.edu/scopus1980/127