ENDÜSTRİYEL SATIN ALMA DAVRANIŞINDA RİSK VE RİSK AZALTMA STRATEJİLERİ

Özet

Buying process is one of the most important decision areas of a fırm due to the fact that it requires high investment. Industrial buying is even more important because the product that is being bought affects the product the fırm will be producing. Therefore, buying decision in a fırm requires careful planning. However, ali buying decisions involve a high level of risk. Therefore, the members that make up the buying çenter of a fırm are motivated to reduce the amount of risk they perceive in the buying decision. The aim of this paper is to conceptualize risk and to examine risk reduction strategies that may be used in industrial buying decisions.