Wilkinson, John W.; Trinh, Giang; Lee, Richard; Brown, Neil - In: Journal of Business & Industrial Marketing 31 (2016) 4, pp. 543-552
are accounted for by previous non-buyers, light buyers or heavy buyers – in industrial purchasing situations. Design … estimates showing no significant difference from actual data, indicating the applicability of this method to industrial … purchasing. Research limitations/implications Data relate to just one supplier. Further research across several industries is …