Towards a better understanding of organizational buying behavior across cultures: empirical evidence from the Arabian Gulf

In: The journal of business & industrial marketing, Band 34, Heft 7, S. 1521-1532

Abstract

Purpose
The purpose of this study is to examine, through the lens of the buying center concept, a theorized link between organizational buying behavior (OBB) and a national culture of collectivism, large power distance, particularism and a wasta practice.


Design/methodology/approach
A qualitative methodology was used to gain better understanding of OBB in an under-researched business environment of the Arabian Gulf. The data come from 41 organizational practitioners who reported on the industrial buying processes in their organizations with reference to the buying center framework.


Findings
The study developed a model of the buying center for the emerging markets governed by socio-political institutions.


Research limitations/implications
The data were obtained only from one culturally specific world region.


Practical implications
To attain efficacious results in culturally distant business environments, industrial marketers should complement home country experience with a thorough understanding of how national cultures affect the dynamics of OBB.


Originality/value
The study updates the conceptualization of the buying center's organizational actors (OAs) for business contexts beyond traditional, mature markets. It reveals the typology of decisional influencers, introduces and defines the role of advisers and clarifies the role of the gatekeeping bureaucracy and differing perceptions thereof by OAs.