Buying Centers and the Role of Supply Chain Orientation on New Information Technology Satisfaction in the Automotive Industry

Forman, Howard
January 2014
Journal of Marketing Theory & Practice;Jan2014, Vol. 22 Issue 1, p41
Academic Journal
This research investigates the impact of specific buying center activities on its members' satisfaction with new products. The purpose of the present study is to develop a more thorough understanding of buying center roles on satisfaction with a new information technology, in particular, when an information technology is used for interorganizational communications within managed supply chains. The results suggest that supply chain orientation should have a significant effect on buying center members' new information technology satisfaction. Understanding the importance of supply chain orientation in the buying center context-especially when the technologies being purchased are directly related to logistics functions and performance-suggests that more detailed and wide-ranging supply chain concept training and education of center members needs to be put into place.


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