Title

How Organizational Buyers Reduce Risk

Document Type

Article

Publication Date

2-1-1993

Department

Management and International Business

Abstract

This study examined the role played by informal members of the buying center and the impact these informal members had on the type and level of risk perceived by the organizational buyer. The results indicated that informal influence has a significant effect on perceived risk experienced by the organizational buyer. Specific marketing management implications are discussed.

Publication Title

Industrial Marketing Management

Volume

22

Issue

1

First Page

41

Last Page

48

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