IDEAS home Printed from https://ideas.repec.org/p/zbw/esprep/80715.html
   My bibliography  Save this paper

Digitale Medien in B2B-Beschaffungsprozessen - eine explorative Untersuchung

Author

Listed:
  • Backhaus, Klaus
  • Bröker, Ole
  • Brüne, Philipp
  • Gausling, Philipp

Abstract

Die vorliegende Studie befasst sich mit dem Einsatz von digitalen Medien in B2B-Beschaffungsprozessen im deutschen Markt. Dieser wird in der existierenden Literatur nur unzureichend erfasst. Zum einen wird die Vielfalt digitaler Medien nicht berücksichtigt. Zum anderen werden die Heterogenität des B2B-Marktes und ihr Einfluss auf die Ausgestaltung von Beschaffungsprozessen außer Acht gelassen. Auf Basis des Geschäftstypenansatzes von BACKHAUS (1998) wird daher ein Konzept zur Unterscheidung unterschiedlicher Beschaffungssituationen erarbeitet. Die Höhe des Risikos wird dabei als entscheidender Einflussfaktor identifiziert. In einer zweistufigen, explorativ-empirischen Untersuchung wird zunächst eine qualitative Analyse von Tiefeninterviews mit Experten aus dem B2B-Bereich durchgeführt. Die daraus abgeleiteten Erkenntnisse über Beschaffungsprozesse im B2B-Bereich und die Relevanz digitaler Medien werden im Rahmen einer Befragung auf Beschaffungsseite im Hinblick auf ihre Generalisierbarkeit überprüft. Die empirische Untersuchung ergibt, dass die Ausgestaltung von B2B-Beschaffungsprozessen im Wesentlichen von produktbezogenen und systembezogenen Risiken abhängt. Insgesamt ergeben sich drei unterschiedliche Gruppen von Beschaffungsprozessen, die sich in Bezug auf Formalisierungsgrad, Phasen, Beschaffungsdauer und Zahl der beteiligten Personen im Buying Center unterscheiden. Für jede dieser Gruppen werden Aussagen bezüglich der Nutzung und Relevanz von Online-Medien getroffen und Handlungsempfehlungen für das digitale Marketing abgeleitet. Für alle Beschaffungsprozesse gilt, dass aufgrund der zunehmenden Digitalisierung des Online-Bereichs in den nächsten Jahren bei der Kommunikationspolitik der Fokus zunehmend auf den Online-Bereich zu setzen ist.

Suggested Citation

  • Backhaus, Klaus & Bröker, Ole & Brüne, Philipp & Gausling, Philipp, 2013. "Digitale Medien in B2B-Beschaffungsprozessen - eine explorative Untersuchung," EconStor Preprints 80715, ZBW - Leibniz Information Centre for Economics.
    • Handle: RePEc:zbw:esprep:80715
    as

    Download full text from publisher

    File URL: https://www.econstor.eu/bitstream/10419/80715/3/Digitale_Medien_in_B2B-Beschaffungsprozessen.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Johnston, Wesley J. & Lewin, Jeffrey E., 1996. "Organizational buying behavior: Toward an integrative framework," Journal of Business Research, Elsevier, vol. 35(1), pages 1-15, January.
    2. Campbell, N. C. G., 1985. "An interaction approach to organizational buying behavior," Journal of Business Research, Elsevier, vol. 13(1), pages 35-48, February.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Makkonen, Hannu & Olkkonen, Rami & Halinen, Aino, 2012. "Organizational buying as muddling through: A practice–theory approach," Journal of Business Research, Elsevier, vol. 65(6), pages 773-780.
    2. Homburg, Christian & Klarmann, Martin & Schmitt, Jens, 2010. "Brand awareness in business markets: When is it related to firm performance?," International Journal of Research in Marketing, Elsevier, vol. 27(3), pages 201-212.
    3. Bogomolova, Svetlana, 2010. "Life after death? Analyzing post-defection consumer brand equity," Journal of Business Research, Elsevier, vol. 63(11), pages 1135-1141, November.
    4. Worm, Stefan & Srivastava, Rajendra K., 2014. "Impact of component supplier branding on profitability," International Journal of Research in Marketing, Elsevier, vol. 31(4), pages 409-424.
    5. Zerbini, Fabrizio & Borghini, Stefania, 2015. "Release capacity in the vendor selection process," Journal of Business Research, Elsevier, vol. 68(2), pages 405-414.
    6. Hoffmann, Antje & Herstatt, Cornelius, 2005. "Service provider - customer interactions: Key to success of innovative services," Working Papers 30, Hamburg University of Technology (TUHH), Institute for Technology and Innovation Management.
    7. Low, Brian & Johnston, Wesley, 2012. "Emergent technologies, network paradoxes, and incrementalism," Journal of Business Research, Elsevier, vol. 65(6), pages 821-828.
    8. Saif Mir & John A. Aloysius & Stephanie Eckerd, 2017. "Understanding Supplier Switching Behavior: The Role of Psychological Contracts in a Competitive Setting," Journal of Supply Chain Management, Institute for Supply Management, vol. 53(3), pages 3-18, July.
    9. Chelariu, Cristian & Johnston, Wesley J. & Young, Louise, 2002. "Learning to improvise, improvising to learn: a process of responding to complex environments," Journal of Business Research, Elsevier, vol. 55(2), pages 141-147, February.
    10. Ojansivu, Ilkka & Laari-Salmela, Sari & Hermes, Jan, 2022. "The social impact of the Nokia-Elcoteq business relationship: Examining the consequences of legitimating relationship norms," Journal of Business Research, Elsevier, vol. 149(C), pages 193-206.
    11. Sriram, Ven & Stump, Rodney, 2004. "Information technology investments in purchasing: an empirical investigation of communications, relationship and performance outcomes," Omega, Elsevier, vol. 32(1), pages 41-55, February.
    12. Claycomb, Cindy & Frankwick, Gary L., 2005. "The dynamics of buyers' perceived costs during a relationship development process: an empirical assessment," Journal of Business Research, Elsevier, vol. 58(12), pages 1662-1671, December.
    13. Bahng, Youngjin & Kincade, Doris H., 2014. "Retail buyer segmentation based on the use of assortment decision factors," Journal of Retailing and Consumer Services, Elsevier, vol. 21(4), pages 643-652.
    14. Homburg, Christian & Allmann, Jan & Klarmann, Martin, 2014. "Internal and external price search in industrial buying: The moderating role of customer satisfaction," Journal of Business Research, Elsevier, vol. 67(8), pages 1581-1588.
    15. Jonathan Z. Zhang & Oded Netzer & Asim Ansari, 2014. "Dynamic Targeted Pricing in B2B Relationships," Marketing Science, INFORMS, vol. 33(3), pages 317-337, May.
    16. Santos, Jose Novais & Baptista, Cristina Sales, 2016. "Information exchange within horizontal relationships: A fuzzy-set approach to companies' characteristics role," Journal of Business Research, Elsevier, vol. 69(11), pages 5255-5260.
    17. Wilken, Robert & Jacob, Frank & Prime, Nathalie, 2013. "The ambiguous role of cultural moderators in intercultural business negotiations," International Business Review, Elsevier, vol. 22(4), pages 736-753.
    18. Cooper, Marjorie J. & Wakefield, Kirk L. & Tanner, John F., 2006. "Industrial buyers' risk aversion and channel selection," Journal of Business Research, Elsevier, vol. 59(6), pages 653-661, June.
    19. Simpson, James T. & Wren, Brent M., 1997. "Buyer-seller relationships in the wood products industry," Journal of Business Research, Elsevier, vol. 39(1), pages 45-51, May.
    20. Seitz, Claudio S. & Beuttenmüller, Oliver & Terzidis, Orestis, 2015. "Organizational adoption behavior of CO2-saving power train technologies: An empirical study on the German heavy-duty vehicles market," Transportation Research Part A: Policy and Practice, Elsevier, vol. 80(C), pages 247-262.

    More about this item

    Keywords

    Online-Marketing; Digitale Medien; B2B-Beschaffungsprozesse; Webseiten; Suchmaschinen; Internet; Business-to-business;
    All these keywords.

    JEL classification:

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:zbw:esprep:80715. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: ZBW - Leibniz Information Centre for Economics (email available below). General contact details of provider: https://edirc.repec.org/data/zbwkide.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.