Author: Tam, Daniel T. H
Title: Organizational buying behaviour : the case of overseas publishing firms
Degree: M.B.A.
Year: 1993
Subject: Printing industry -- China -- Hong Kong
Publishers and publishing
Hong Kong Polytechnic -- Dissertations
Department: Department of Management
Pages: 312 leaves : ill. ; 30 cm
Language: English
Abstract: Hong Kong printers need to plan ahead for long-run survival in order to meet the challenge of overseas competition and explore the untapped markets abroad. An effective marketing strategy is to be based on careful appraisal of buying behaviour within key accounts and in principal market segments. Therefore, a study of how to define the locus of buying responsibility within overseas publishing firms, to define the involvements and composition of the buying centre, and to understand the structure of roles within the buying centre can provide valuable suggestions to the Hong Kong printing industry as well as to the writer's company. This research was based on the use of combination of questionnaire and in-depth interview methods. The questionnaire was formulated based on the BUYGRID model of Robinson, Faris and Wind, and sent to executives of 30 overseas publishing firms. Personal interviews were also conducted with executives of 6 publishing firms to gain more in-depth and specific knowledge of the buying centre. The findings of this research indicate that the involvements of management and production department in the purchase decision process vary with firm size and organizational structure for all the three buy tasks. Furthermore, the involvements of editorial and production departments in the buying decision process vary with product for new task and straight rebuy. On the other hand, only the involvement of management in the buying decision process varies with country for straight and modified rebuys. The in-depth interview also reveals that besides price, quality and delivery, there are also other factors which the publishers will consider when deciding on whether to have printing done abroad. These factors are political stability and foreign exchange fluctuation. Based on these findings, suggestions on marketing strategy are given at the end of this report.
Rights: All rights reserved
Access: restricted access

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