Organisational Buying Behaviour

The competitive business environment of today has a major impact on marketing and procurement strategies. In order to develop these strategies effectively, it is important to understand as much as possible about the nature of the buyer-seller interaction which is changing with the influence of technology development, shortened product life-cycles, and the demands being placed on industrial customers by their customers. Thus an understanding of organisational buying behaviour (OBB) becomes fundamental not only for the development of appropriate industrial marketing strategies but also has significant implications for the development of procurement strategy within the buying organisation.