Purchasing decisions regarding high-value, long-life, and strategically relevant products are usually not made by just one person. For instance, the role concept of Webster and Wind includes roles such as “gate keeper”, “decider”, “user”, or “purchaser”. In business practice, there are easily  5 to 20 persons involved in multi-personal purchasing decisions – and the procedure may be very much formalised, too.  This group of persons relevant to a purchasing decision is called a “Buying Centre”.

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