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A new model of the organizational buying process is presented. The ontological framework of the model is based on the assumption that organizational buying behavior is essentially a form of work behavior. The model is informed by expectancy theory and emphasizes the role of reward and measurement systems in motivating purchasing process participants. It is suggested that this approach can serve as the foundation of a research program that may eventually lead to a unified theory of the organizational dyad.
Anderson et al. (Fri,) studied this question.
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