Die vorliegende Arbeit beschäftigt sich im speziellen mit der Analyse des beschaffenden Unternehmens im Zuge eines Kaufprozesses auf Industriegütermärkten sowie der Frage wie bzw. ob Unternehmen diese Analysen in der Praxis durchführen.
Hierzu ist die Arbeit in sechs Kernbereiche unterteilt. Im ersten Abschnitt werden die Besonderheiten der Industriegütermärkte erläutert und deren Einflüsse auf das Buying- sowie das Selling Center dargestellt.
Der zweite Abschnitt umfasst die Kauftypen, die den Umfang und die Zusammensetzung des Buying Centers sowie das Verhalten seiner Mitglieder erheblich beeinflussen. Der Wert einer Investition, der Kaufanlass, der Wiederholungsgrad einer Kaufentscheidung sowie die Produkttechnologie haben einen besonders großen Einfluss auf das Ergebnis und den Ablauf von Beschaffungsentscheidungen in der Praxis.
Der dritte Abschnitt beschäftigt sich mit dem Buying Center, dem Kaufprozess sowie den Buying Center Modellen aus der Literatur. Diese werden am Ende der Arbeit, im Zuge der Expertenbefragungen, auf Ihre Anwendung in der Praxis überprüft.
In Abschnitt vier wird auf den Verkaufsprozess sowie die Mitglieder des verkaufenden Unternehmens - das Selling Center - eingegangen. Für das verkaufende Unternehmen ist es essenziell die Mitglieder des Selling Centers auf die Mitglieder des Buying Centers abzustimmen. Abschnitt fünf stellt nun die wichtigsten Kriterien einer Buying Center Analyse dar und zeigt die Möglichkeit einer praktischen Umsetzung anhand eines einfachen Beispiels.
Der letzte Abschnitt verknüpft die vorangegangenen theoretischen Bereiche und stellt die Ergebnisse der qualitativen Experteninterviews dar. Die Ergebnisse aus den Experteninterviews zeigen, dass die Buying Center Modelle aus der Literatur nur wenig bis keine Anwendung in der Praxis finden. In den wenigen Fällen in denen Buying Center Analysen in der Praxis durchgeführt werden, geschieht dies anhand von eigens entwickelten Modellen. Dennoch hat die Mehrheit der Befragten angemerkt, dass Buying Center Analysen bereits sehr wichtig sind und auf Grund der hohen Anforderung an partnerschaftliche Geschäftsbeziehungen auch immer wichtiger werden.
Table of Contents
1 Introduction
1.1 Initial statement
1.2 Problem
1.3 Objectives
1.4 Reference Frame
2 Characteristics of industrial markets
3 Buying types
3.1 Value of investments
3.2 Buying motive
3.3 Buy classes
3.4 Product technology
4 Buying Center
4.1 Buying Process
4.2 Buying Center models
4.2.1 Role model Webster/Wind
4.2.2 Promoters / opponents model
4.2.3 Gatekeeper concept
4.2.4 Responders concept
5 Selling Center
5.1 Selling Process
5.2 Selling center roles
6 Buying Center Analysis
7 Practical session
7.1 Qualitative Interviews
7.2 Who is considered as an expert?
7.3 Market research process
7.4 Results of the survey
7.4.1 General
7.4.2 Buying Center Analysis
7.5 Limitations and Future research
8 Conclusion
Objectives & Core Topics
The primary objective of this thesis is to provide a comprehensive overview of the significant determinants characterizing buying and selling centers within the industrial goods sector, while critically examining existing academic models and verifying their practical application through expert interviews.
- Characteristics of industrial markets
- Analysis of buying center structures and behavior
- Comparison of academic buying center models with professional sales practice
- Challenges in managing complex B2B buyer-seller relationships
Excerpt from the Book
4 Buying Center
Generally, a buying center is described as all individuals and groups who participate in the buying decision process, who share some mutual objectives and the risks arising from the decisions. Therefore, it is not always easy to determine the boundaries of the buying center. Based on the personal relationships, even individuals from outside the company are able to influence the buying decision consciously or unconsciously, intentionally or unintentionally.
Webster and Wind established some characteristics of the organizational buying behavior which help to describe the complexities of the buying center.
First, more people are involved in organizational buying decisions and different people are able to play different roles. Moreover, the assumed roles can change from one purchase situation to the next. When dealing with organizational buying the sales representatives will be concerned with the buying center. Hence, it is critical to identify the members of the buying center, to determine their particular roles and the criteria they will be using in their evaluation of options.
Second, technical complexities in terms of the product or the service are often considered in organizational buying decisions. In order to evaluate new technical equipment, specialized information as well as carefully considered opinions by those who can best predict the future development of the technology are necessary.
Summary of Chapters
1 Introduction: Provides the foundation and motivation for the study, highlighting the significant economic relevance of the industrial-goods sector.
2 Characteristics of industrial markets: Outlines the distinct qualitative and quantitative differences between industrial and consumer goods markets, focusing on market structure and organizational interactions.
3 Buying types: Examines factors such as investment value, buying motives, and buy classes that fundamentally shape purchasing decisions and buying center configurations.
4 Buying Center: Defines the concept of the buying center and introduces key academic models, including those by Webster/Wind and Witte.
5 Selling Center: Discusses the parallel organizational structure on the seller's side, emphasizing the necessity of coordinating the selling center with the customer's buying center.
6 Buying Center Analysis: Explores the practical criteria and dimensions necessary for analyzing the buying center effectively in professional sales environments.
7 Practical session: Details the empirical research methodology, including the qualitative expert interviews conducted to verify theoretical models against real-world business practice.
8 Conclusion: Synthesizes the research findings, noting the discrepancy between theoretical models and actual industry practice while highlighting the growing importance of structured buying center analysis.
Keywords
Buying Center, Industrial Markets, B2B Marketing, Selling Center, Procurement Process, Webster/Wind Model, Expert Interviews, Industrial Sales, Buying Behavior, Decision Making, Stakeholder Analysis, Business Relationships, Organizational Buying, Sales Strategy, Qualitative Research
Frequently Asked Questions
What is the core focus of this bachelor thesis?
This thesis investigates the analysis of the buying company within the purchasing process in industrial markets and examines whether and how companies apply these theoretical analyses in their daily practice.
What are the central themes discussed in this work?
The work covers industrial market characteristics, different buying types, the complexity of buying and selling centers, and specific analytical models for evaluating organizational decision-making units.
What is the primary objective of the research?
The goal is to provide a broad overview of determinants in buying and selling centers and to critically verify the relevance of established academic models through interviews with industrial sales experts.
Which scientific method is employed to reach the conclusions?
The author utilizes a qualitative research approach, specifically conducting eight expert interviews with sales professionals from Austrian industrial-goods companies to gather practical insights.
What topics are covered in the main body?
The main body traverses the theoretical foundations of industrial purchasing behavior and the specific roles within a buying center, followed by a transition to the practical application of these models by sales teams.
Which keywords best describe this research?
Key terms include Buying Center, Industrial Markets, B2B Marketing, Selling Center, Procurement Process, and Stakeholder Analysis.
What is the result of the expert interviews regarding literature models?
The research concludes that established academic models for buying center analysis find little to no direct application in practice; instead, companies rely on customized, often intuitive approaches.
What are the main obstacles to using formal buying center analysis?
Experts cite time constraints, capacity bottlenecks in sales teams, difficulties in measuring monetary benefits, and the lack of standardized models suitable for every individual customer as primary barriers.
- Quote paper
- Markus Gaggl (Author), 2014, Relevance of Buying Center Analysis in Industrial Markets, Munich, GRIN Verlag, https://www.grin.com/document/270609
