Organizational Buying Outcomes and Their Effects on Subsequent Decisions

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Abstract
In organizational buying, the outcomes of one purchase decision, and activities in the post‐decision period, affect how the next related decision is approached. Here a taxonomy is developed to organize buying decision outcomes. Using an established conceptualization of the buying centre and buying decision process, a propositional inventory of how selected outcomes may impact aspects of subsequent organizational buying decisions is also suggested. This leads to implications for marketing managers and to directions for further research.

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