Jacob, Frank; Ehret, Michael - In: Journal of Business & Industrial Marketing 21 (2006) 2, pp. 106-117
industrial purchasing decisions. This becomes extremely in the case of new institutional economics, highlighting administrative … economics‐based approaches to buying behavior are not universally valid. However, they apply to specific situations. In that … far as it is the first to apply a prospect theory framework to a business market environment. The results show clearly …