As we know from chapter 6, organizational customers are different as compared to consumers. The chapter notes that “most purchasing managers start with an Internet search when they need to identify new suppliers, better ways to meet needs, or information to improve decisions.” Yet as noted in this article, “Stop Treating B2B Customers Like Digital Novices,” (Harvard Business Review, May 10, 2016) many companies that sell to B2B customers have yet to figure out how to take advantage of the web.
Review the text book’s discussion of Exhibit 6-4, the Model of Organizational Buying. Now think about how the ideas suggested in this article might influence an organizational buying firm. What would the effects be on new-task buying? A straight rebuy? A modified rebuy? How might it impact the buyer-seller relationship?