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Erschienen in:
2015 | OriginalPaper | Buchkapitel
Organizational Buying Behavior in Vendor Selections: A Model of the Uses of Decision Strategies in Evoked Set Selection
verfasst von : Ronald P. LeBlanc
Erschienen in: Proceedings of the 1987 Academy of Marketing Science (AMS) Annual Conference
Verlag: Springer International Publishing
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A model of organizational buyers’ use of decision strategies is presented and tested. The model depicts the interaction of risk to the buyer in making a selection, the familiarity of the task, and information load on the use of decision strategies. The model deals with only the selection of suppliers to which bids will be sent. The findings provide support for the model and suggest that it is the buyers’ subjective evaluation of the environment that determines the use of compensatory and non-compensatory decision strategies.