CONFLICT MANAGEMENT IN ORGANIZATIONAL BUYING BEHAVIOR: THE ROLE OF COALITIONS

Organizational buying decisions are characterized by conflict which can be studied through the use of coalition theory. It appears, however, that conceptual and methodological problems with coalition theory based on game theory and social psychology have limited its usefulness in helping us understand how such conflict can be managed. This paper proposes the group influence approach to conflict management in organizational buying. The main contribution of this approach is that by treating individuals as representatives of coalitions, sellers and buyers can focus on coalition leaders rather than focus on individuals who, in any case, have to conform to group expectations. Theoretically, the group influence approach recognizes that power and politics are basic forces that affect most spheres of organizational activity. Within such a framework purchase decisions are shown to be politically negotiated settlements between those coalitions involved in making the buying decision.