Kemp, Elyria A.; Borders, Aberdeen Leila; Anaza, Nwamaka A. - In: Journal of Business & Industrial Marketing 33 (2018) 1, pp. 19-28
Purpose: Organizational buying behavior has often been treated as a rational activity, even though humans are involved in the decision-making. Human decision-making often includes a complex cadre of emotions and rationalizations. Subsequently, organizational buyers may not only be driven by...
