Middle‐range theory construction of the dynamics of organizational marketing‐buying behavior

摘要: Given that planned marketing strategies and observable behaviors often are contingent on buyer third‐party (e.g. competitor) responses, deep understanding descriptions of the thoughts actions marketers need to reflect dynamic interplay such contingencies. The same view applies organizational buying behaviors: behavior adapts through time based information learned marketers’ responses requests made by customer organization. Consequently, a two‐way, or multiple‐party, approach theory construction is useful in particular for mapping “if‐then” marketer’s thoughts/actions linked with if‐then buyers’ several periods. Using in‐depth interviews case histories one organization 28 organizations related office furniture industry, article illustrates descriptive modeling contingency dynamics across multiple parties involved marketing‐buying interactions.