An examination of buying centres in Irish biotechnology companies and its marketing implications

Abstract

PurposeThis research is a qualitative study which aims to investigate the intricacies of organisational buying behaviour in the context of the Irish biotechnology industry. Particularly the research seeks to focus on the phenomenon of buying centres as the core decision‐making unit in an organisation and examines the functionality of such a process. The main aims of the research study is to examine key influencers, as well as to examine the decision process itself so as to fully comprehend modern organisational buyer behaviour and to discuss these issues from a practical viewpoint beneficial to both the marketing and purchasing functions.Design/methodology/approachThe research process was conducted through qualitative methods, which formed a combination of focus group and key respondent interviewing. A triangular approach of data was also used to obtain quality information and to achieve a platform upon which to base accurate conclusions. A small number of organisations from industry participated in this study, which was deemed sufficient as the purpose of the study was gaining insight as opposed to proving or disproving previous theories.FindingsIt was discovered that users were key influencers in the decision process as were quality control personnel. In addition the business functions were found to be the decision makers in a highly dynamic buying centre process, which is constantly changing in terms of numbers, participation, and structure. Based on the finding of the research newer models of organisation buying behaviour were developed in addition to appropriate marketing strategies being put forward in order to better represent the realities of modern business‐to‐business marketing. This is where the real benefits of this research will be seen as marketing organisations become more efficient, buying organisations develop best practice procedures, and academics can build on this research base to further enhance marketing knowledge.Originality/valueThe paper examines buying centres in Irish biotechnology companies and offers recommendations for future research.