ENDÜSTRİYEL SATIN ALMA DAVRANIŞINDA RİSK VE RİSK AZALTMA STRATEJİLERİ

Buying process is one of the most important decision areas of a fırm due to the fact that it requires high investment. Industrial buying is even more important because the product that is being bought affects the product the fırm will be producing. Therefore, buying decision in a fırm requires careful planning. However, ali buying decisions involve a high level of risk. Therefore, the members that make up the buying çenter of a fırm are motivated to reduce the amount of risk they perceive in the buying decision. The aim of this paper is to conceptualize risk and to examine risk reduction strategies that may be used in industrial buying decisions.

Anahtar Kelimeler:

endüstriyel satınalma, risk

PDF

___

[1] Morris, Michael H., Industrial and Organizational Marketing, 2.B., Macmillan Publishing Company, 1992.
[2] Stone, Robert N.; Gronhaug, Kjell, “Perceived Risk: Further Considerations for the Marketing Discipline”, European Journal of Marketing, Vol.27, No:3, 1993, ss.39-50.
[3] Newall, John, “Industrial Buyer Behavior”, European Journal of Marketing, Vol.ll, No:4, 1977, ss. 166-211. 4
[4] Arslan, F. Müge, “Endüstriyel Satmalma Davranı-şında Risk ile Tedarik Kaynağı Bağımlılığı Arasındaki İlişki ve Bir Uygulama”, Yayınlanmamış Doktora Tezi, Marmara Üniversitesi, Sosyal Bilimler Enstitüsü, 1999.
[5] Hutt, Michael D.; W. Speh, Thomas, Business Marketing Management: A Strategic View of Industrial and Organizational Markets, 5.B. (International Edition), The Dryden Press, 1995.
[6] Dowling, Grahame R.; Staelin, Richard, “A Model of Perceived Risk and Intended Risk-Handling Activity”, Journal of Consumer Research, Vol.21, June, 1994, ss.l 19- 134.
[7] Mitchell, Vincent, W.; Vassos, Vassiliades, “Perceived Risk and Risk Reduction in Holiday Purchases: A Cross- Cultural and Gender Analysis”, Journal of Euromarketing, Vol.6, No.3, 1997, ss.47-79.
[8] Reeder, Robert R.; Brierty, Edward G.; Reeder, Betty H., Industrial Marketing Analysis, Planning and Contro/, Prentice Hail, Englewood Cliffs, New Jersey, 1991.
[9] Parkinson, Stephen T.; Baker, Michael J.; Molier, K. Organizational Buyer Behavior: Purchasing and Marketing Management Implications, The Macmillan Press Ltd., Hong Kong, 1986.
[10] Loudon, David L.; Della Bitta, Albert J., Consumer Behavior (Concepts and Applications), McGraw-Hill Inc., New York, 1993.
[11] Anderson, Erin; Chu, Wujin; Weitz, Barton, “Industrial Purchasing: An Empirical Exploration of the Buyclass Framework”, Journal of Marketing, Vol.51, July, 1987, ss.71- 86.
[12] Mitchell, Vincent Wayne, “Industrial Risk Reduction in the Purchase of Microcomputers by Small Businesses”, European Journal of Marketing, Vol.24, No:5, 1989, ss.7- 19.
[13] Webster, Jr., Frederick E., Industrial Marketing Strategy, 3.B., John Wiley and Sons, New York, 1991.
[14] Bonoma, Thomas V.; Shapiro, Benson P., Segmenting the Industrial Market, Lexington Books, Toronto, 1983.
[15] Mengüç, Bülent; Uray, Nimet, “A Test of the Extended Model of Organizational Search Behavior in High Technology Markets”, Yayınlanmamış Çalışma, 1997.
[16] Ganesan, Shenkar, “Determinants of Long Term Orientation in Buyer-Seller Relationships”, Journal of Marketing, Vol.58, No:4, 1994, ss. 1-19.