Makkonen, Hannu; Olkkonen, Rami; Halinen, Aino - In: Journal of Business Research 65 (2012) 6, pp. 773-780
This study provides a complementary perspective to conventional rational models of organizational buying behavior (OBB) by applying Lindblom's (1959, 1979) notions of muddling through and disjointed incrementalism to OBB. In doing so, the study develops a novel practice–theory framework of the...