Commercial exchanges in B2B Dyads. A new model of decision-making in fast changing markets

Elisa Moreno Bragado

Research output: ThesisPhD Thesis - Research UT, graduation UT

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This dissertation presents a Model of Commercial Exchanges in B2B Dyads. This model explains how buying and selling decisions are made in industrial markets that are subject to continuous change, particularly the market for telecommunication products and services.Buying and selling decision-making are traditionally understood to be unilateral and sequential processes that depend on an evaluation of alternatives and selection of the most appropriate one, while gathering information to avoid problems of uncertainty. These theories supply proven and useful ideas, although their explanation of what happens in real and dynamic situations (in particular in the telecommunication market) is at times incomplete.The new model can be described as relational since it takes into account the counterpart's actions and reactions. In addition, it does not consider the linearity and intentionality of the decision-makers. Those are the characteristics required in order to contribute to existing theories of marketing, purchasing, the Network Approach, and organiational decision-Making.The 'advantage' of this model is that it considers a decision-maker disregarding the role that a customer or a provider is 'supposed' to play within an industrial sector.
Original languageUndefined
  • van Rossum, Wouter, Supervisor
  • Terlouw, P., Advisor
Award date13 Mar 2003
Place of PublicationEnschede
Print ISBNs9036518547
Publication statusPublished - 13 Mar 2003


  • METIS-211624
  • IR-38692

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