Influences on organizational buying choice processes: future research directions

Identifies sources of influence in organizational buying choices from a review of the literature. Constructs a model of influence by extending the buying behavior model of Webster and Wind (1972). Uses the model to categorize and analyze representative research of influence on organizational buying choice processes over the period 1970‐1995. Indicates that new research directions and emphasis in a number of areas could improve the usefulness of research results to marketing management. Recommendations include: use of a higher unit of analysis, investigation of non‐deterministic choice behavior, greater use of integrating or broad‐based studies, reduction in use of self‐professed data, more research of relatively neglected areas of influence, and more empirical testing of conceptual models.