The Organizational Buying Center: Innovation, Knowledge Management and Brand

Author(s): Wesley J. Johnston and Jennifer D. Chandler

Excerpt from the Handbook of Business-to-Business Marketing (Edited by Gary L. Lilien, Distinguished Research Professor of Management Science, The Pennsylvania State University and Rajdeep Grewal, Kenan-Flagler Business School, University of North Carolina, US). Complete book available at

Management of the organizational buying center (OBC) is among the fastest-changing aspects of contemporary business and marketing. Driven largely by rapid technological innovation and the dispersion of global management teams, OBC management has evolved in many ways since its inception more than 40 years ago in the marketing literature. The purpose of this chapter is to review existing OBC knowledge and to identify the most critical practice and research issues facing OBC managers and theorists alike.
Sky scrapers

The following material is restricted to registered academic and ISBM Member Company users. Please login or register to continue or learn more about becoming an ISBM member company.

Share: "The Organizational Buying Center: Innovation, Knowledge Management and Brand" with your followers.

Share on facebook
Share on twitter
Share on linkedin
Share on email