The organizational buyer behavior learning organization


This study develops a framework of integrated propositions of organizational learning in organizational buyer behavior. The focus is on the communication activities and relationships between and within the strategic business units operating within the purchasing process. Field support for the proposed relationships is provided in a series of case studies based on interviews with 30 managers of 10 strategic business units of a major publicly owned global services organization. Implications are discussed based on the framework and the case studies. Address correspondence to G. Tomas M. Hult, Ph.D., Assistant Professor of Marketing and Multinational Business, Department of Marketing, College of Business, Florida State University, Tallahassee, FL 32306. This research was supported by a grant from the Federal Express Corporation and the Federal Express Center for Cycle Time Research. The authors are grateful for the helpful insights and suggestions provided by O. C. Ferrell, Thomas N. Ingram, Patrick L. Schul, James C. Wetherbe, and Mark N. Frolick during different stages of this research.

Publication Title

Industrial Marketing Management