The purchase of components: Functional areas of influence

摘要: Abstract The Webster and Wind model of organizational buyer behavior enjoys considerable popularity. However, not all its constructs relationships among have been validated by empirical research. purpose this study was to provide evidence concerning the between three model's critical constructs: buying center membership, purchase situation, phase. studied were variations in perceived relative influence different functional areas (e.g., production, marketing, purchasing, etc.) across situations four phases. results clearly indicate that are generally varying amounts both situation These specific implications for developing effective industrial marketing strategies.