The influence of users: How end users are able to influence organizational buying

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

End users have traditionally been excluded from decision-making within organizational buying processes. Yet they are the ones who use the products purchased, so their involvement is now being seen as crucial to gaining competitive advantage.

Originality/value

The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2019), "The influence of users: How end users are able to influence organizational buying", Strategic Direction, Vol. 35 No. 4, pp. 21-22. https://doi.org/10.1108/SD-01-2019-0013