Needs and Need Recognition in Organisational Buying

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Abstract
In spite of the emphasis on needs by marketing scholars almost no research efforts directed towards this topic have been reported in the organisational buying behaviour literature. The nature of organisational buying needs is explored, and how various organisational and environmental factors influence and direct recognition of such needs. A model of organisational need recognition is developed, and based on relevant research a set of inter‐related propositions of how various organisational and environmental factors influence organisational need recognition is proposed. Managerial implications are highlighted.

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