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Purchasers as boundary spanners: Mapping purchasing agents' persuasive orientations
University of Vaasa, Finland.
University of Vaasa, Finland.
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.ORCID iD: 0000-0002-8770-8874
2019 (English)In: Industrial Marketing Management, ISSN 0019-8501, E-ISSN 1873-2062Article in journal (Refereed) Epub ahead of print
Abstract [en]

This study introduces a framework of persuasive communication that is central to understanding how individual purchasers behave as boundary spanners to manage customer–supplier relationships. Drawing on the institutional theory and multiple governance approach, we assume authoritarian, competitive, and relational behavioral orientations reflect institutional logics at an individual level. Purchasers' boundary-spanner behavior thus manifests itself as individual purchasers' rhetorical orientations. In a sample of 349 purchasers, we find support for the existence of four configurations of orientations: competitive/authoritarian, relational, comprehensive, and neutral. A subsequent follow-up study of 20 interviews with the most typical representatives of each group suggests storylines that reflect the background and logic of different persuasive styles. The findings highlight purchaser persuasive orientation as one facet of a purchaser capability set making it possible to cope with the transactional versus relational paradox in buyer–seller relationship contexts. 

Place, publisher, year, edition, pages
Elsevier, 2019.
Identifiers
URN: urn:nbn:se:ltu:diva-75638DOI: 10.1016/j.indmarman.2019.07.007OAI: oai:DiVA.org:ltu-75638DiVA, id: diva2:1344617
Available from: 2019-08-21 Created: 2019-08-21 Last updated: 2019-08-21

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Wincent, Joakim

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