Köpbeteende i stora företag: Informationsteknik som tjänster
Independent thesis Advanced level (professional degree), 20 credits / 30 HE creditsStudent thesis
Information technology has in many aspects changed the way how products are sold. Factors such as deregulation, globalization, technology and competition seem to be the driving forces for new ways to satisfy the same basic needs. Within the Swedish manufacturing industry for instance, the trend toward servification on the expense of goods is palpable. Between 1997 and 2005, the total share of services sold increased with 25 percent. Research indicates that it is reasonable to believe that organizational buying behavior (OBB) is different when purchasing a service instead of a good. Based on an increase focus on selling and purchasing services, it is interesting to further investigate how the OBB is characterized when purchasing a service. The aim of this study is therefore to describe how OBB can be characterized for information technology products mainly purchased as a service. Based on a comprehensive literature review within the area of OBB, data has been collected from organizations that recently have taken part in a purchase of information technology characterized as a service. Data has been collected through semi-structured interviews, with four respondents equally spread over two organizations. The collected data has been analyzed through within-case analysis and cross-case analysis for the purpose of identifying differences and similarities and potential explanations.It was found that past theories and models are usable for the purpose of understanding OBB when purchasing information technology as a service. The expected buying process can mainly be explained by past studies undertaken within the area, where buying situation, inter-organizational relationships, time pressure, and formalization has a major impact on the length and the number of steps confuted in the process. Moreover, all suggested roles within the buying center were identified where groups of individuals tend to possess those on the expense of individuals. Regarding the dimension of the buying center, it was found that the vertical and lateral involvement were low. It was also found that connectedness has been high during the entire buying process. Concerning the influence of power, information and expert power has been identified in both cases, where individuals with expert power tend to be influential. Concerning factors that may impact the purchase, it was for instance found that the supplier’s ability to share information has been of major importance for the customer perceived value. However, the study could not confirm that inter-organizational relationships tend to decrease the risk perceived with the purchase. Instead, there are signs that inter-organizational relationships tend to favor individual decision making on the expense of joint decision making. A positive relationship was however found between high organizational size, low centralization and joint decision making.
Place, publisher, year, edition, pages
2014. , 124 p.
Social Behaviour Law
Samhälls-, beteendevetenskap, juridik, Köpbeteende, industriellt köpbeteende, informationsteknik, tjänst, tjänster, stora företag, köpprocess, köpbeslutsgrupp, organisationellt köpbeteende
IdentifiersURN: urn:nbn:se:ltu:diva-55557Local ID: c69c68db-1c8b-4f4f-b57b-6fcd6c63ef13OAI: oai:DiVA.org:ltu-55557DiVA: diva2:1028941
Subject / course
Student thesis, at least 30 credits
Industrial and Management Engineering, master's level
Ek Styvén, Maria
Validerat; 20140129 (global_studentproject_submitter)2016-10-042016-10-04Bibliographically approved