New-buy situations and emerging public buying centers

• DOI: 10.1016/j.indmarman.2023.08.005
• Publication Date: 2023-08-18T22:38:10Z
• Authors: Majbritt Rostgaar...; Per Vagn Freytag; Ann Højbjerg Clarke
• Keywords: Value (mathematics); Exploratory research

The buying center concept and various situations are core components of industrial marketing research. Currently, organisational literature neglects public has difficulties understanding new-buy involving innovation processes. Based on an exploratory case study, we examine four pre-commercial procurement projects which provide valuable insight into that involve Firms (suppliers) collaborate with organisations (customers) learn about emerging centers throughout the projects. We contribute a model highlighting value collaboration between firms based information sharing, expectation alignment strategic repositioning. Over time, supports to influence identify gain how they organised operate decision-makers within them.