Factors affecting the structure of buying centers for the purchase of professional business advisory services

Abstract

This paper extends Johnston and Bonoma's research on buying center structure to the purchase of professional business advisory services. The degree of lateral and vertical involvement directly affect the size of a buying center. Other key variables include the importance of the consultant's assignment, the individual stakeholding of the key buying center member, the perceived need for new information, and whether or not a formal buying committee is established. These findings offer new theoretical insight into how buying centers are formed and have significant implications for the way professional service firms conduct their marketing activities. © 1992.