Abstract
Traditional views of buyer-seller dyads in organizational buyer behavior (OBB) research often focus on the dyad as a unit. This article considers the purchasing member of the dyad in the dual role of information source and decision influencer embedded in the buying center. The sales representative then is seen to approach the buying center through this liaison, who in many respects performs selling functions within the purchasing organization. A model operationalizing this approach and specific implications for further research are presented.
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