b2b buying behaviour

Critical Analysis of B2B Buying Behaviour


Critically discuss the main influences shaping organizational (B2B) buying behaviour by a) drawing upon relevant academic theories and support your arguments by b) using relevant examples from an organization of your choice.

Assignment Question: There are a large number of forces which influence and shape the ways that organizations purchase products and services from their suppliers. Consequently (B2B) organizational buying behaviour takes place in a very dynamic and turbulent economic and social environment which is affected by several variables.

Further Guidance: Students are reminded that whilst some questions may very evidently refer to a particular unit they are all designed to span issues across the entire module. A full answer to the question will require reflection on the issues that you have encountered throughout the module. It is important to bear in mind that the content of your answer will depend on the argument that you wish to put forward in answer to the question and not solely on the concepts that the question explicitly identifies.

1. You will be expected to relate marketing and supply chain management theory from the module to the assignment topic and make appropriate arguments, thus showing an understanding of B2B marketing principles and practice.

2. You are expected to demonstrate an understanding of Business to Business buying processes and the main influences behind these. You should demonstrate evidence of reading and understanding of organizational buyer behaviour and to relate these views to an example of an organization with which you are familiar. In terms of word limitations 50% of your assignment can a) draw upon relevant academic theories and you can use 50% so as to b) use an example from an organization of your choice. Page 2 of 3

3. Please remember that your assignment should NOT be structured around your own opinions and experiences from business to business marketing practices but you should use relevant academic theories which assist you to critically discuss the assignment question above.

4. Although it makes sense to look for concepts and authors discussed in your core module text that you can apply to the assignment, you will be expected to draw upon library readings (e.g. academic and trade journals) beyond your main textbook) to support your answer. Keep in mind that one of the key criteria for assessing this piece of work is evidence of reading, understanding and discussing relevant academic theories.

5. This means that if you make an argument or a point about something related to B2B practice, it should be backed up with a citation from a good reference that shows how prior research suggests that your point is valid one.

6. Students who do this intelligently, and from a broad a range of (ideally academic) sources as possible, will have the opportunity to gain a high mark.

7. In the Introduction, you should set out your main themes and intentions: describe the issue you are addressing, identify its main components, and indicate what you are going to do in the body of your essay.

8. Break down your arguments into smaller parts – use this as a basis for the main Discussion part of your essay that will then be divided up into several sections or paragraphs (you may want to have a sub-heading title for each section of the question).

9. Summarise your arguments briefly in a Conclusion. What is the main significance and implications of what you have been saying?

10. Make sure you read your Programme Handbook carefully on issues of submission, deadlines, essay writing, referencing and plagiarism.

11. ALL material that you use should be referenced appropriately. This includes any material taken from websites or corporate brochures. Information on referencing is available in your Programme Handbook.

Referencing: Please ensure that you have read the advice on assignment writing and referencing which is available at:

The essay should be fully referenced throughout and contain a bibliography.

Word limit: 3,500

Date for submission: 23:55 (UK time),

Please refer to the Assessment section of Blackboard for details on how to submit. If you have any questions or need information regarding submission of your assignment, please contact the programme administration team.

Brief of the Solution


The ever dynamic, turbulent and highly competitive business environment that organisation found itself has propelled continuous innovation in business process, management process, project management and implementation and above all supply chain management to enable organisation remains competitive in today global economy. Organisations are reviewing their approach to the selection of B2B supply chain management with the aim of improving the relationship with supply chain partners and adding more values to the customers. This propels Handfield et al (2005) to argue that adding value and meeting ever dynamic customer need is the factor behind organisation continuous review of the procurement behaviours and determinants.

Sang and Kiarie (2016) defines supply chain management as a set of suppliers that, acting together, have the ability to contributes to product contents (both hardware and software) or a set of suppliers that has influence over the contents of a product. Thus supply chain management is a two-way approach to management of products from the perspective of the supplier of the raw material and the marketer that convey the product to the end users in a timely way. Melnyk et al. (2014) opined that supply chain management affect customer satisfaction, as such, the goal of effective supply chain management is to meet the needs or provides the customer with the correct product at the right place, price, and timely delivery. This can only be achieved through strategic management of the supply chain especially the upstream supply chain.

Moreover, apart from the element attributed to client fulfillment, Lee and Amaral (2002) pointed out that supply chain management is anticipated to achieve well on both the costs and services from an operational perspective. Alongside improvement and advancement in technology, the escalation of the internet, and the importance on face-to-face marketing skills, customer relationship management has become a crucial target of marketing (Palmatier, Gopalakrishna, & Houston, 2006; Payne & Frow, 2005). Client target and interactive management have become core marketing and enterprise principles for many corporate bodies seeking a competitive edge. Setting up, preserving and improving customer relationships have forever been a crucial phase of business (Kamakura et al., 2005; Ngai, 2005)…………………….. continue

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