Case Study: Organisational Buying Process

Topics: Decision making, Decision theory, Marketing Pages: 45 (13697 words) Published: April 26, 2012
SAIMAA UNIVERSITY OF APPLIED SCIENCES Business Administration, Lappeenranta Degree Programme in International Business

Olga Loginova

ORGANIZATIONAL BUYING BEHAVIOUR BUSINESS TOURISM MARKET CASE HOLIDAY CLUB RESORTS OY

IN

Bachelor’s Thesis 2011

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ABSTRACT Loginova Olga Organizational buying behavior in Business tourism market Case Holiday Club Resorts Oy 50 pages, 1 appendix Saimaa University of Applied Sciences, Lappeenranta Business Administration, Degree Programme in International Business Bachelor’s Thesis 2011 Instructor: Ville Lehto The purpose of this Bachelor’s thesis is to provide understanding of the organizational buying behavior in Russian companies in context of business tourism market. This includes describing the general model of the process, identifying people, responsible for decision making and analyzing factors, that influence their decisions. Another objective is to give recommendations to the case company about how to reach right people in Russian organizations with their message. In the theoretical part of the study the main issues are related to the general principles of organizational buying behavior and main concepts of the topic. When conducting this research both Russian and English sources are used. The most related topics of the literature are «Organizational Buying behavior», «Business-to-business marketing» and «Industrial marketing», presented by Philip Kotler, Frederick E. Webster Jr. and Yoram Wind and Kovalev A.I Empirical part is based on a case study and describes the organizational buying process on example of 3 Russian companies, which were chosen according to the criteria of location, size and industry. The data for case study is gathered by conducting an interview with members of buying centers within these companies. Implementation of theory to the practice faced some difficulties such as misunderstanding of the topic and unwillingness of companies to provide full information. However, all obstacles have been overcome. As a result of the study, general model of organizational buying process is described in context of business tourism, members of buying center are identified and main factors, affecting their decisions are analyzed. According to this outcome, recommendations about what could be done to facilitate the interaction with Russian corporate clients, are given. This research also provided a good platform for further studies on this subject.

Key words: organizational buying, buying center, decision making process

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CONTENTS 1 INTRODUCTION ....................................................................................................... 4 1.1 Background of the research ................................................................................ 5 1.2 Research problem and objectives ....................................................................... 6 1.3 Theoretical framework ......................................................................................... 6 1.4 Research context ................................................................................................ 7 1.4.1 Business tourism .............................................................................................. 7 1.4.2 MICE in Russia................................................................................................ 9 1.4.3 Case company profile ..................................................................................... 10 1.4.4 Saimaa Gardens ............................................................................................ 11 2 RESEARCH METHODOLOGY AND IMPLEMENTATION ....................................... 12 2.1 Quantitative research ........................................................................................ 13 2.2 Secondary data analysis ................................................................................... 14 2.3 Primary data analysis and case study...
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