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Industrial buyers' use of references, word-of-mouth and reputation in complex buying situation

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Industrial buyers' use of references, word-of-mouth and reputation in complex buying situation. / Aarikka-Stenroos, Leena; Makkonen, Hannu Sakari.

In: Journal of Business and Industrial Marketing, Vol. 29, No. 4, 2014, p. 344-352.

Research output: Contribution to journalArticleScientificpeer-review

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Aarikka-Stenroos, Leena ; Makkonen, Hannu Sakari. / Industrial buyers' use of references, word-of-mouth and reputation in complex buying situation. In: Journal of Business and Industrial Marketing. 2014 ; Vol. 29, No. 4. pp. 344-352.

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@article{14d746c4a4f640f79950998724eb5c99,
title = "Industrial buyers' use of references, word-of-mouth and reputation in complex buying situation",
abstract = "Purpose: The aim of this paper is to provide understanding on how the buyer can mobilize experience-based information scattered around the business network, by means of customer references, word-of-mouth and reputation, and how this facilitates the buying process. Design/methodology/approach: The qualitative study scrutinizes eight cases comprising buyers of knowledge intensive services and technology innovations. The paper draws on the literature on buying and purchasing, customer references, word-of-mouth and reputational information. Findings: The findings identify the different roles of references, word-of-mouth, collegial advice networks, and reputation, and suggest that experience-based information provides information on offerings, suppliers and the problem solving situation in complex buying per se. Research limitations/implications: The article's contribution is to provide a framework depicting the employment of experience-based information in complex buying, which ensues through focal and continuous buying processes. Insights from this research are broadly applicable to the contexts of knowledge intensive, innovation and solutions business. Further qualitative research should aim to form constructs and define their interrelations to be tested in subsequent quantitative research. Originality/value: This study generates new understanding on how buyers gather and use experience-based information to solve complex problems in buying. It contributes by merging references, word-of-mouth, collegial social networks, and reputation as sources of experience-based information, identifying information embedded in those means, and exploring how the information and means are used throughout the complex buying situation.",
keywords = "Business-to-business marketing, Buying behaviour, Case studies",
author = "Leena Aarikka-Stenroos and Makkonen, {Hannu Sakari}",
year = "2014",
doi = "10.1108/JBIM-08-2013-0164",
language = "English",
volume = "29",
pages = "344--352",
journal = "Journal of Business and Industrial Marketing",
issn = "0885-8624",
publisher = "Emerald",
number = "4",

}

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TY - JOUR

T1 - Industrial buyers' use of references, word-of-mouth and reputation in complex buying situation

AU - Aarikka-Stenroos, Leena

AU - Makkonen, Hannu Sakari

PY - 2014

Y1 - 2014

N2 - Purpose: The aim of this paper is to provide understanding on how the buyer can mobilize experience-based information scattered around the business network, by means of customer references, word-of-mouth and reputation, and how this facilitates the buying process. Design/methodology/approach: The qualitative study scrutinizes eight cases comprising buyers of knowledge intensive services and technology innovations. The paper draws on the literature on buying and purchasing, customer references, word-of-mouth and reputational information. Findings: The findings identify the different roles of references, word-of-mouth, collegial advice networks, and reputation, and suggest that experience-based information provides information on offerings, suppliers and the problem solving situation in complex buying per se. Research limitations/implications: The article's contribution is to provide a framework depicting the employment of experience-based information in complex buying, which ensues through focal and continuous buying processes. Insights from this research are broadly applicable to the contexts of knowledge intensive, innovation and solutions business. Further qualitative research should aim to form constructs and define their interrelations to be tested in subsequent quantitative research. Originality/value: This study generates new understanding on how buyers gather and use experience-based information to solve complex problems in buying. It contributes by merging references, word-of-mouth, collegial social networks, and reputation as sources of experience-based information, identifying information embedded in those means, and exploring how the information and means are used throughout the complex buying situation.

AB - Purpose: The aim of this paper is to provide understanding on how the buyer can mobilize experience-based information scattered around the business network, by means of customer references, word-of-mouth and reputation, and how this facilitates the buying process. Design/methodology/approach: The qualitative study scrutinizes eight cases comprising buyers of knowledge intensive services and technology innovations. The paper draws on the literature on buying and purchasing, customer references, word-of-mouth and reputational information. Findings: The findings identify the different roles of references, word-of-mouth, collegial advice networks, and reputation, and suggest that experience-based information provides information on offerings, suppliers and the problem solving situation in complex buying per se. Research limitations/implications: The article's contribution is to provide a framework depicting the employment of experience-based information in complex buying, which ensues through focal and continuous buying processes. Insights from this research are broadly applicable to the contexts of knowledge intensive, innovation and solutions business. Further qualitative research should aim to form constructs and define their interrelations to be tested in subsequent quantitative research. Originality/value: This study generates new understanding on how buyers gather and use experience-based information to solve complex problems in buying. It contributes by merging references, word-of-mouth, collegial social networks, and reputation as sources of experience-based information, identifying information embedded in those means, and exploring how the information and means are used throughout the complex buying situation.

KW - Business-to-business marketing

KW - Buying behaviour

KW - Case studies

UR - http://www.scopus.com/inward/record.url?scp=84898974198&partnerID=8YFLogxK

U2 - 10.1108/JBIM-08-2013-0164

DO - 10.1108/JBIM-08-2013-0164

M3 - Article

VL - 29

SP - 344

EP - 352

JO - Journal of Business and Industrial Marketing

JF - Journal of Business and Industrial Marketing

SN - 0885-8624

IS - 4

ER -