Affiliation:
1. The Center for Experimental Studies in Business, University of Minnesota.
Abstract
This article describes a buying game used in studying the industrial buying process in controlled experiments. Results indicate that purchasers have clear preferences for types of bidders and bids and are influenced by the amount and type of risk. It may be possible to segment industrial markets on the basis of identifiable behavior patterns.
Subject
Marketing,Economics and Econometrics,Business and International Management
Cited by
29 articles.
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