Abstract
Acknowledges the multiperson nature of the industrial business buying process and the development of the buying centre as the unit of analysis for business/organization buying behaviour. Addresses two main themes: conceptual issues and alternative views; and methodological dilemma. Looks at the concept of the buying centre and discusses structural properties and process considerations of the buying centre. Closes by outlining research opportunities. Concludes that present research suffers from two major flaws which inhibit development; that buying centre research tends to be descriptive, with over‐reliance on anecdotal information so that research is devoid of any theoretical foundation; and secondly many present findings have grown from research which reflects individual methodologies.
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