Influence Strategies Affecting Organizational Buying Decisions: An Empirical Study in Vietnam Enterprises
Main Article Content
Abstract
Buying decisions in organizations often are made by decision-making units or buying centers whose members typically represent different departments and have different interests and motivations. Buying decision outcomes depend on many factors, including the interpersonal relationships between these members. Consequently, organizational decision-making processes involve considerable complexity. This study refers to influence strategies that a participant in a buying center may use to influence others, thereby, affecting the purchasing decision outcomes and their effectiveness. This study mainly uses a qualitative method to validate its hypothesis. In addition, although this study examines the organizational buying of the online marketing services, its findings will provide an insight into the influencing of purchasing decision outcomes for both professional services and general purchasing decisions. The implication and limitations are also discussed in this study.
Keywords:
Influence strategies, effectiveness of influence strategy, buying center, organizational buying decision, e-marketing services.
References
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[18] Falbe, C. M., and Yukl, G., “Consequences of Managers of Using Single Influence Tactics and Combinations of Tactics”, Academy of Management Journal, 35 (1992), 638-652.
[19] Yukl, G., and Falbe, C. M., “Influence Tactics and Objectives in Upward, Downward, and Lateral Influence Attempts”, Journal of Applied Psychology 75 (1990), 132-140.
[20] Silk, Alvin J. and Manohar U. Kalwani, “Measuring Influence in Organizational Purchase Decisions”, Journal of Marketing Research, 19 (1982), 165-81.
[21] Bellizzi, Joseph A. and Walter, C. K., “Purchasing Agent’s Influence in the Buying Process”, Industrial Marketing Management, 9 (1980), 137- 141.
[22] French, John R. P., and Raven, Bertram, “The Bases of Social Power”, Studies in Social Power, D. Cartwright, (Ed.), Ann Arbor, Michigan: University of Michigan Press, 1959, 150-167.
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[2] Webster, Frederick E., and Wind, Yoram, “A General Model for Understanding Organizational Buying Behavior”, J. Marketing 26(1972), 12-19.
[3] Thomas, R.J, “Bases of power in Organizational Buying Decision”, Industrial Marketing Management 13 (1984), 209-211.
[4] Michell, P., “Where Advertising Decisions are Really Made”, European Journal of Marketing 7(1988), 5-18.
[5] Lynn, S. A., “Identifying Buying Influences for a Professional Service: Implications for Marketing Efforts”, Industrial Marketing Management 16 (1987), 119-130.
[6] Mucchielli Alex, L’art d’influencer. Analyse des techniques de manipulation, Paris, Armand Colin, 2010.
[7] Venkatesh, R., Kohli, A. K., and Zaltman, G., “Influence Strategies in Buying Centres”, Journal of Marketing 59(1995), 71-82.
[8] [8] Case, T., Dosier, L., Murkison, G., and Keys, B., How Managers Influence Superiors: A Study of Upward Influence Tactics, Leadership and Organisational Development Journal, 9 (1988), 25-31.
[9] Dosier, L., Case, T., and Keys, B., “How Managers Influence Subordinates: An Empirical Study of Downward Influence Tactics”, Leadership and Organisational Development Journal, 9 (1988), 22-31.
[10] Keys, B., Case, T., Miller, T., Curran, K. E., and Jones, C., “Lateral Influence Tactics in Organisations”, International Journal of Management 4(1987), 425-437.
[11] Kipnis, D., Schmidt, S. M., and Wilkinson, I., “Intraorganisational Influence Tactics: Explorations in Getting One's Way”, Journal of Applied Psychology, 65(1980), 440-452.
[12] Thomas, R. J., “Causal vs. attributional Measurement of Interpersonal Purchase Influence in Organisations”, International Journal of Research in Marketing 6 (1989), 145-157.
[13] Yukl, G., and Tracey, J. B., “Consequences of Influence Tactics Used with Subordinates, Peers, and the Boss”, Journal of Applied Psychology 77 (1992), 525-535.
[14] Bristor, J. M., “Influence Strategies in Organisational Buying: the importance of Connections to the Right People in the Right Places”, Journal of Business to Business Marketing, 1 (1993), 63-95.
[15] Kelman, H. C., “Compliance, Identification, and Internalisation: Three Processes of Attitude Change”, Journal of Conflict Resolution 2 (1958), 51-450.
[16] Kelman, H. C., “Processes of Opinion Change”, Public Opinion Quarterly 25 (1961), 57-78.
[17] Farell, A.M, and Schroder, B.,““Influence Strategies in Organizational Buying Decisions”, Industrial Marketing Management, 25 (1996), 293-303.
[18] Falbe, C. M., and Yukl, G., “Consequences of Managers of Using Single Influence Tactics and Combinations of Tactics”, Academy of Management Journal, 35 (1992), 638-652.
[19] Yukl, G., and Falbe, C. M., “Influence Tactics and Objectives in Upward, Downward, and Lateral Influence Attempts”, Journal of Applied Psychology 75 (1990), 132-140.
[20] Silk, Alvin J. and Manohar U. Kalwani, “Measuring Influence in Organizational Purchase Decisions”, Journal of Marketing Research, 19 (1982), 165-81.
[21] Bellizzi, Joseph A. and Walter, C. K., “Purchasing Agent’s Influence in the Buying Process”, Industrial Marketing Management, 9 (1980), 137- 141.
[22] French, John R. P., and Raven, Bertram, “The Bases of Social Power”, Studies in Social Power, D. Cartwright, (Ed.), Ann Arbor, Michigan: University of Michigan Press, 1959, 150-167.
[23] Dawes, E L., Dowling, G. R., and Patterson, E G., “Factors Affecting the Structure of Buying Centres for the Purchase of Professional Business Advisory Services”, International Journal of Research in Marketing, 9 (1992b), 269-279.
[24] Jackson, R., and Cooper, E., “Unique Aspects of Marketing Industrial Services”, Industrial Marketing Management 17 (1988), 111-118.
[25] Hill, C. E., Thompson, B. J., & Williams, E. N., “Consensual Qualitative Research: An Update”, The Counseling Psychologist, 52(1997), 196-205.
[26] Hoyt,W.T, and Bahti,.K.S, “Principles and Practices: An Empirical Examination of Qualitative Research in the Journal of Counseling Psychology”, Journal of Counseling Psychology, 54 (2007) 2, 201-210.