Measuring coalitions in the industrial buying center
Michael H. Morris, Wilbur W. Stanton, Roger J. Calantone
Journal of the Academy of Marketing Science · 1985 · Volume 13 · Issue 4
Abstract
Currently, little is understood about the behavioral dynamics which take place in the industrial buying process. Coalition formation has been emphasized as a frequent behavioral strategy on the part of buying center members. The absence of much theoretical or empirical work in the area of coalition formation within the buying center may be due to significant measurement problems. This article presents one approach for addressing these problems. Specifically, by using a sociometric method for data collection, group structure and coalitions are identified through the use of multidimensional scaling. To demonstrate applicability in a group context, multidimensional scaling is briefly reviewed. Results of an experimental application of this approach to a vendor choice decision are described.
Keywords
Multidimensional Scaling, Coalition Formation, Coalition Game, Decision Participant, Industrial Market Management
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