Organizational memory: a new perspective on the organizational buying process

Jeong Eun Park; Michele D. Bunn

doi:10.1108/08858620310471313

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Journal of Business & Industrial Marketing

ISSN: 0885-8624

Online from: 1986

Subject Area: Marketing

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Organizational memory: a new perspective on the organizational buying process

Document Information:
Title:	Organizational memory: a new perspective on the organizational buying process
Author(s):	Jeong Eun Park, (Ph.D. Candidate, Department of Management and Marketing, Culverhouse College of Commerce Business and Administration, The University of Alabama, Tuscaloosa, Alabama, USA), Michele D. Bunn, (Assistant Professor of Marketing, Department of Management and Marketing, Culverhouse College of Commerce Business and Administration, The University of Alabama, Tuscaloosa, Alabama, USA)
Citation:	Jeong Eun Park, Michele D. Bunn, (2003) "Organizational memory: a new perspective on the organizational buying process", Journal of Business & Industrial Marketing, Vol. 18 Iss: 3, pp.237 - 257
Keywords:	Business-to-business marketing, Buying behaviour, Organizations
Article type:	Research Paper
DOI:	10.1108/08858620310471313 (Permanent URL)
Publisher:	MCB UP Ltd
Abstract:	Although there is increasing interest in the organizational learning process appearing in the marketing literature, there is relatively little research that relates these concepts to the organizational buying process. In particular, the concepts involving organizational memory may provide a new perspective on the information search activities of organizational buyers. We provide a brief background on organizational memory and propose a conceptual framework to delineate key variables and relationships. Using two company case studies, we provide examples of eight buying situations defined by differing levels of complexity, physical memory, and cognitive memory and discuss the implications for information search and the type of judgment used.