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