The Collapse of Traditional Purchasing Theory

The focus of this paper is to examine a hypothesis that explains the increasing incidence of "irrational" B2B purchasing.  Having questioned the conventional wisdom that this irrationality arises from perceived buyer risk - and present a hypothesis.

Key segments of the paper include:

  • B2B Purchasing: a rational process?
  • The rise of "rational" B2B professional purchasing
  • The hypothesis: rational purchasing models are no longer sustainable
  • The rise of objective purchasing criteria
  • Quality as a Decision Criterion: then and now
  • A Crisis for Objective Differentiation
  • Consequences of changing B2B decision criteria