Pedeliento, Giuseppe; Andreini, Daniela; Bergamaschi, Mara - In: Journal of Business & Industrial Marketing 34 (2019) 1, pp. 150-165
Purpose: End users are often involved in organizational buying, but very little is known about the role that they play and how they influence purchasing decisions. This study aims to explore the factors behind end users’ attempts to influence purchasing and the strategies they use....