How Do Organizational Buyers Use Customer-To-Customer Information Sharing In Complex Buying?
Business focus is shifting away from tangibles towards intangibles such as skills and knowledge which makes buying difficult by complicating buyers’ information search. This paper analyzes how Read More »
A Reliance-Centered Perspective On Competitive Advantages – Which Promises Matter Most In A
The article proposes a new taxonomy and managerial approach to competitive advantages. Two central suggestions are made. First, the list of competitive advantages understood as customer advantages Read More »
Where Should Fairness Judgment Be Anchored? Fairness As A Decision Heuristic For Achieving
Achieving compliance from business partners is considered to be important for firms, yet the use of influence strategies to elicit compliance is one-sided and sometimes aggressive. Previous channel Read More »
Author: Miaomiao Zhu, Michael Kleinaltenkamp, Ingmar Geiger
Contributor: eb™ Research Team
Are Influential Buying Center Members Really Important For Industrial Purchase Decisions? Further
Existing explanatory models and related measurement methods on buying center decision-making do not suggest a differentiated consideration of the influence construct. In this paper we specify the Read More »
Author: Markus Voeth, Uta Herbst, Timo Andreas Knöpfle
Contributor: eb™ Research Team
Controllable Antecedents To Boosting Word-of-Mouth On Social Media: Empirical Evidence From Twitter
This paper examines the burst of word-of-mouth on social media(i.e., ewoM), focusing on the marketing stimuli that are controllable by marketers. Through analysis of textbased user-generated contents Read More »