Industrial Buying Behavior Related to Human Resource Consulting Services

Niels Nolsøe Grünbaum, Svend Hollensen, Lynn Kahle, Marc Andresen

Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

Resumé

The purpose of this article is to extend the understanding of the industrial buying process in connection with purchasing professional business (B2B) services, specifically human resource (HR) consulting services. Early B2B buying-behavior literature strongly emphasizes the rational aspects of buying behavior in B2B services. Based on a comprehensive exploratory study of Danish companies’ purchases of HR consulting services, the authors provide insights into the factors that determine how Danish companies choose a consulting services supplier. Five hypotheses are developed based on a literature review. The results show that buying behavior is much less rational than has been presumed. For example, it is revealed that a consultant’s personal relationships to customers can often compensate for the consultant’s lack of knowledge. This suggests that consultants’ developing long-term personal relationships with customers is one of the most important key success factors in the consulting industry. Another important result that emerged from the study is customers’ specific desire to actively participate in the production of consulting services.
OriginalsprogEngelsk
TidsskriftThe I U P Journal of Marketing Management
Vol/bindXII
Udgave nummer3
Sider (fra-til)27-51
Antal sider25
ISSN0972-6845
StatusUdgivet - aug. 2013

Citer dette

Grünbaum, Niels Nolsøe ; Hollensen, Svend ; Kahle, Lynn ; Andresen, Marc. / Industrial Buying Behavior Related to Human Resource Consulting Services. I: The I U P Journal of Marketing Management. 2013 ; Bind XII, Nr. 3. s. 27-51.
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Industrial Buying Behavior Related to Human Resource Consulting Services. / Grünbaum, Niels Nolsøe; Hollensen, Svend; Kahle, Lynn; Andresen, Marc.

I: The I U P Journal of Marketing Management, Bind XII, Nr. 3, 08.2013, s. 27-51.

Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

TY - JOUR

T1 - Industrial Buying Behavior Related to Human Resource Consulting Services

AU - Grünbaum, Niels Nolsøe

AU - Hollensen, Svend

AU - Kahle, Lynn

AU - Andresen, Marc

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AB - The purpose of this article is to extend the understanding of the industrial buying process in connection with purchasing professional business (B2B) services, specifically human resource (HR) consulting services. Early B2B buying-behavior literature strongly emphasizes the rational aspects of buying behavior in B2B services. Based on a comprehensive exploratory study of Danish companies’ purchases of HR consulting services, the authors provide insights into the factors that determine how Danish companies choose a consulting services supplier. Five hypotheses are developed based on a literature review. The results show that buying behavior is much less rational than has been presumed. For example, it is revealed that a consultant’s personal relationships to customers can often compensate for the consultant’s lack of knowledge. This suggests that consultants’ developing long-term personal relationships with customers is one of the most important key success factors in the consulting industry. Another important result that emerged from the study is customers’ specific desire to actively participate in the production of consulting services.

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