Buying centers and emerging developments: the SME perspective

• Published in: The Journal of business & industrial marketing 2024-05, Vol.39 (5), p.995-1007
• Main Authors: Cardinali, Silvio, Sharma, Piyush, Cedrola, Elena, Giovannetti, Marta, Pillai, Kishore Gopalakrishna
• Format: Article
• Language: English
• Subjects: Business to business commerce; COVID-19; Decision making; Electronic procurement; Influence; Innovations; Organizational structure; Pandemics; Purchasing; Small & medium sized enterprises-SME
• ISSN: 0885-8624; 2052-1189; 0885-8624
• DOI: 10.1108/JBIM-03-2023-0157

Purpose This paper aims to explore the challenges and opportunities faced by buying centers in small and medium enterprises (SME) manufacturing companies in view of recent technological changes and the virtualization of communication. Design/methodology/approach This study uses a qualitative approach with multiple case studies to portray complex realities within the buying centers in the manufacturing SME context. The authors selected five Italian companies to portray the diverse characteristics, practices and policies of relevant stakeholders before reaching saturation with the issues explored. Findings The authors find that interactions among buying center members are more effective with greater collaboration and exchange (as opposed to competition and a struggle for power). Virtual/hybrid relations require greater intra-group cooperation, whereas diverse backgrounds and collaborative interactions help the flexibility and performance of the buying center. Greater use of technology produces certainty and automation, but it may also cause overload and biases that can be solved with the ability to analyze and clear responsibility for decisions. Research limitations/implications The authors studied only five Italian companies in this study. Future research in other countries with diverse cultural and socio-economic conditions and methods would help extend this research. Practical implications The findings would improve the understanding of the challenges of adopting new purchase process technologies that would help automate routine tasks, produce useful data and support decision-making. Originality/value Unlike prior studies, this study uses an exploratory design to study the evolution of buying centers in SMEs to seek deeper insights into the challenges and opportunities faced by SMEs because of the growing use of emerging technologies.