The Webster–Wind framework - Marketing Strategy

This framework identifies four categories of variables that have an influence on organizational buying decisions .

• Environmental :Any aspect of the external environment that may affect the organization buying behaviour is embraced under this heading. This includes political, economic, cultural, legal, technological and physical environments. Competitors’ marketing actions are also deemed to be in the external environment.
• Organizational :There are several organizational factors that affect behaviour. The company’s goals and objectives set parameters on activity. The organization’s structure and resources act as constraints on its culture in terms of the type of policies and procedures that are followed. These all affect buying behaviour.
• Interpersonal :The relationships between the individuals in the buying centre are an important determinant of how decisions are reached. How coalitions are formed and where loyalties lie within an organization will be dependent on these relationships.
• Individual :Attitude to risk, creativity, competitiveness, style of problem solving and locus of control will all be unique in each individual. The individual’s personal goals, past experience and training will inform their way of operating. Each individual will influence the DMU’s decisions to a greater or lesser extent. Each of these categories has two subcategories of task and non-task related variables. Task related variables are directly related to the buying decision being undertaken; non-task related variables are not directly concerned with the buying decision but nevertheless affect the decisions made (see Figure below).

The Webster–Wind