Industriegütermarketing

Virtual Reality Based Conjoint Analysis for Early Customer Integration in Industrial Product Development

“…idea generation and concept phase [17]), companies often cannot estimate the impact of alternative product attributes and levels on customers´ purchase decision [3]. However, new product ideas should be derived based on target customers attribute and level requirements [18,19]. Therefore, companies need to determine relevant attributes and levels from a customer's perspective [20].…”

“…This group can be defined as the buying center [18,26]. In B2B literature, several models have discussed the group decision making process, whereby most of these models assume two consecutive steps in the decision making process [27,28].…”

Use of the Backhaus model in marketing and sales-force management as a predictor of B2B buying behavior

“…), which according to authors have significant impact on business buyers' behavior and decision making. Second dimension of our research framework is purchasing process, identified by Hutt and Speh (2007), with intention to use described normative process and compare it with business practice, Subsequent research by Backhaus & Voeth (2010) introduced additional criterion related to degree of post-purchasing (ex-post) insecurity on these markets.Post-purchasing insecurity ranges from situations where a purchase does not have any impact on follow-up purchases (i.e.product purchases), all the way to lock-ins that tie business partners to each other for longer time periods (i.e.supplier business).…”

“…Webster &Wind (1972) were amongst the first researchers who started to investigate the buying process of B2B organizations. The purchasing processof industrial products,according to Backhaus & Voeth (2010), isdistinctively different than purchasing process of consumer goods.…”

“…The typology of the business has a great impact on how companies establish and realize their marketing programs (Backhaus & Voeth 2010). Therefore Varadarajan & Jayachandran (1999) highlight the importance of adapting the marketing strategy to the business type as an important prerequisite to achieve and sustain competitive advantage.…”