Modelling organizational buying as a sequence of decisions

Richard N. Cardozo

Research output: Contribution to journalArticle

15 Scopus citations


Organizational buying consists of several stages, each of which yields a decision. These decisions may be linked together in a sequence to form a simple yet powerful model that marketers can use to predict outcomes of proposed marketing programs and to diagnose problems in existing programs. The model may be used with qualitative or quantitative data. The model helps both practitioners and scholars to identify research needs and opportunities.

Original languageEnglish (US)
Pages (from-to)75-81
Number of pages7
JournalIndustrial Marketing Management
Issue number2
StatePublished - Apr 1983

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