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    Buying centers and emerging developments: The SME perspective

    93465.pdf (838.5Kb)
    Access Status
    Open access
    Authors
    Cardinali, Silvio
    Sharma, Piyush
    Cedrola, Elena
    Giovannetti, Marta
    Pillai, Kishore Gopalakrishna
    Date
    2023
    Type
    Journal Article
    
    Metadata
    Show full item record
    Citation
    Cardinali, S. and Sharma, P. and Cedrola, E. and Giovannetti, M. and Pillai, K.G. 2023. Buying centers and emerging developments: The SME perspective. Journal of Business and Industrial Marketing.
    Source Title
    Journal of Business and Industrial Marketing
    DOI
    10.1108/JBIM-03-2023-0157
    ISSN
    0885-8624
    Faculty
    Faculty of Business and Law
    School
    School of Management and Marketing
    Remarks

    Copyright © 2023, Emerald Publishing Limited. This AAM is provided for your own personal use only. It may not be used for resale, reprinting, systematic distribution, emailing, or for any other commercial purpose without the permission of the publisher.

    URI
    http://hdl.handle.net/20.500.11937/93661
    Collection
    • Curtin Research Publications
    Abstract

    Purpose: This paper aims to explore the challenges and opportunities faced by buying centers in small and medium enterprises (SME) manufacturing companies in view of recent technological changes and the virtualization of communication.

    Design/methodology/approach: This study uses a qualitative approach with multiple case studies to portray complex realities within the buying centers in the manufacturing SME context. The authors selected five Italian companies to portray the diverse characteristics, practices and policies of relevant stakeholders before reaching saturation with the issues explored.

    Findings: The authors find that interactions among buying center members are more effective with greater collaboration and exchange (as opposed to competition and a struggle for power). Virtual/hybrid relations require greater intra-group cooperation, whereas diverse backgrounds and collaborative interactions help the flexibility and performance of the buying center. Greater use of technology produces certainty and automation, but it may also cause overload and biases that can be solved with the ability to analyze and clear responsibility for decisions.

    Research limitations/implications: The authors studied only five Italian companies in this study. Future research in other countries with diverse cultural and socio-economic conditions and methods would help extend this research.

    Practical implications: The findings would improve the understanding of the challenges of adopting new purchase process technologies that would help automate routine tasks, produce useful data and support decision-making.

    Originality/value: Unlike prior studies, this study uses an exploratory design to study the evolution of buying centers in SMEs to seek deeper insights into the challenges and opportunities faced by SMEs because of the growing use of emerging technologies.

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