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.
This is a preview of subscription content, log in via an institution to check access.
Similar content being viewed by others
References
Anderson, P.F. and Chambers, T.M. 1983. “A Reward/Measurement Model of Organizational Buying Behavior.” Working Paper Series, Department of Marketing, Virginia Tech, Blacksburg, Va. July.
Anzai, Y. 1977. “Recognition of Coalition by Computer in a Three Person Game.”Behavioral Science 22, 403–22.
Bagozzi, R.P. 1978. “Exchange and Decision Processes in the Buying Center.”Organizational Buying Behavior. T.V. Bonoma and G. Zaltman, eds., Chicago: American Marketing Assn. 100–125.
Bonoma, T.V. and Zaltman, G. 1978. “Introduction.”Organizational Buying-Behavior. Chicago: American Marketing Assn. 1–30.
Brand, G.T. 1972.The Industrial Buying Decision. New York: John Wiley.
Choffray, J.M. and Lilien, G. 1978. “Assessing Response to Industrial Marketing Strategy.”Journal of Marketing 42 (April) 20–31.
Cliff, N. 1966. “Orthogonal Rotation to Congruence.”Psychometrika 31 33–42.
Corey, E.R. 1978.Procurement Management. Boston: CBI Publishing Co.
Ferber, Robert 1977. “What is The JCR Editorial Policy on Samples and Sample Requirements?”Newsletter Association for Consumer Research 7 (December) 16.
Gamson, W.A. 1961. “A Theory of Coalition Formation.”American Sociological Review 26 565–73.
Green, P.E. 1978.Analyzing Multivariate Data. Hinsdale, Ill.: Dryden.
Green, P.E. and Carmone, F.J. 1970.Multidimensional Scaling and Related Techniques in Marketing Analysis. Boston: Allyn and Bacon.
Green, P., Wind, Y. and Claycamp, H. 1975. “Brand Features Congruence Mapping.”Journal of Marketing Research 12 (August) 303–13.
Johnson, R. M. 1971. “Market Segmentation: A Strategic Management Tool.”Journal of Marketing Research, 8 (February) 18–18.
Komorita, S.S. and Meek, D.D. 1978. “Generality and Validity of Some Theories of Coalition Formation.”Journal of Personality and Social Psychology 36 392–404.
Lamb, C.W. and Stem, D.E. 1979. “An Evaluation of Students as Surrogates in Marketing Studies.”Advances in Consumer Research 7 796–799.
McQuitty, L. 1957. “Elementary Linkage Technique for Isolating Orthogonal and Oblique Types and Typal Relevancies.”Educational and Psychological Measurement 17 207–29.
Michener, H.A. and Lyons, M. 1972. “Perceived Support and Upward Mobility as Determinants of Revolutionary Coalitional Behavior.”Journal of Experimental Social Psychology 8 180–95.
Moinpour, R., McCullough, J.M. and MacLachlan, D.L. 1976. “Time Changes in Perception: A Longitudinal Application of Multidimensional Scaling.”Journal of Marketing Research 13 (August) 245–53.
Morris, M.H. and Freedman, S. 1984. “Coalitions in Organizational Buying.”Industrial Marketing Management 13 (May) 123–32.
Norton, R.W. 1979a. “Identifying Coalitions: Generating Units of Analysis.”Small Group Behavior 10 (August) 343–54.
Norton, R.W. 1979b. “The Coalition Game: Isolating Social System Subgroups.”Simulation and Games 10 (December) 385–402.
Rapoport, A. and Kahan, J.P. 1976. “When Three Is Not Always Two Against One: Coalitions in Experimental Three-person Cooperative Games.”Journal of Experimental Social Psychology 12 253–273.
Shepard, R., Romney, A.K., and Nerlove, S.B. 1972.Multidimensional Scaling, Theory and Application in the Behavioral Sciences vol. 1, NY: Seminar Press.
Schiffman, S. et. al. 1981.Multidimensional Scaling. NY: Academic Press.
Spekman, R.E. and Stern, L.W. 1979. “Environmental Uncertainty and Buying Group Structure: An Empirical Investigation.”Journal of Marketing 43 (Spring) 54–64.
Strauss, G. 1962. “Tactics of Lateral Relationship: The Purchasing Agent.”Administrative Science Quarterly 7 (September) 161–86.
Webster, F.E. and Wind, Y. 1972.Organizational Buying Behavior. Englewood Cliffs, N.J.: Prentice-Hall.
Weigand, R.E. 1966. “Identifying Industrial Buying Responsibility.”Journal of Marketing Research, 3 (February) 81–94.
Author information
Authors and Affiliations
Rights and permissions
About this article
Cite this article
Morris, M.H., Stanton, W.W. & Calantone, R.J. Measuring coalitions in the industrial buying center. JAMS 13, 18–39 (1985). https://doi.org/10.1007/BF02737197
Issue Date:
DOI: https://doi.org/10.1007/BF02737197