This accessible field guide covers practical steps and contributes
to behavioral theory by reporting intricate details on the
strategies implemented by business-to-business firms within an
inter-firm context. The coverage is deep, broad, and unique - the
authors of the 14 papers all adopt the understanding that
researchers need direct viewing - 'eyes-on-the-context' - that goes
beyond the use of paper-and-pencil 5-pont and 7-point survey items
to achieve accurate descriptions of how decisions are made and
progress achieved. Following the customary introductory chapter,
the titles of the 13 remaining chapters promise the reader new
insights and tools to apply when studying B2B contexts. This new
volume in the Advances in Business Marketing and Purchasing series
is a must for B2B scholars and executives.
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