This article focuses on the similarities and differences between the continental purchasing strategies and tools of companies in Western Europe and North America. The main question examined here is the strategic priorities and tools that European and North American buyers use (at the category...

Survey data are frequently distorted by answering tendencies, such as acquiescence, disacquiescence, midpoint and extreme response style. Cross-cultural research projects may be particularly vulnerable to misinterpretations. This paper provides empirical insights into the manner and degree to...