Inhaltszusammenfassung

A considerable part of firms’ marketing services are externally supplied. Although a large spend category, low involvement of purchasing prevails during the sourcing decision process. This paper develops a model of purchasing involvement in marketing service procurement along the dimensions “breadth along process” and “depth of integration”, thus contributing to the measurement of purchasing involvement. Barriers to purchasing involvement are identified as lack of skills, lack of motivation, ...A considerable part of firms’ marketing services are externally supplied. Although a large spend category, low involvement of purchasing prevails during the sourcing decision process. This paper develops a model of purchasing involvement in marketing service procurement along the dimensions “breadth along process” and “depth of integration”, thus contributing to the measurement of purchasing involvement. Barriers to purchasing involvement are identified as lack of skills, lack of motivation, and lack of opportunity. Case study findings also indicate that the impact of purchasing involvement on procurement performance is moderated by procurement complexity, and the duration of the relationship between the purchasing and marketing employees.» weiterlesen» einklappen

Autoren

Klassifikation

DFG Fachgebiet:
Wirtschaftswissenschaften

DDC Sachgruppe:
Wirtschaft