How Organizational Buyers Reduce Risk
Management and International Business
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.
Industrial Marketing Management
Henthorne, T. L.,
LaTour, M. S.,
Williams, A. J.
(1993). How Organizational Buyers Reduce Risk. Industrial Marketing Management, 22(1), 41-48.
Available at: http://aquila.usm.edu/fac_pubs/6389