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(ä): 195-205
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Industrial buying during the coronavirus pandemic: A cross-cultural study
#MMPMIDC7245239
Habel J
; Jarotschkin V
; Schmitz B
; Eggert A
; Plötner O
ä-/-ä 2020[Jul]; 88
(ä): 195-205
PMIDC7245239
show ga
With the onset of the 2020 coronavirus pandemic, industrial suppliers are
increasingly challenged to close their open sales opportunities and keep
generating business. Against this backdrop, the authors of this study investigate
which offerings industrial customers are most likely to purchase as the pandemic
progresses. Drawing on positive decision theory and empirically investigating
31,353 sales opportunities across 57 countries, the authors show that the
coronavirus pandemic significantly decreases industrial customers' purchase
probability, especially for high-priced offerings. In countries with low
uncertainty avoidance and strong long-term orientation (e.g., China, India,
Singapore), purchase probability is less affected by the pandemic. The
coronavirus pandemic even increases purchase probability for offerings with low
prices in countries where cultures are simultaneously uncertainty-avoidant and
short-term oriented (e.g., Argentina, Brazil, Mexico). This is presumably because
customers safeguard their operations in the face of impending supply shortages.
Consequently, this helps suppliers focus on the right sales opportunities to
secure their business during exogenous global shocks such as the coronavirus
pandemic.