1 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University2 MAPP - Centre for Research on Customer Relations in the Food Sector, Aarhus School of Business, Aarhus BSS, Aarhus University3 Department of Management, Aarhus BSS, Aarhus University4 Department of Management, Aarhus BSS, Aarhus University
Research of retailer buying behaviour has previously focused on the buying decision. In this paper a new approach to studying retailer buying behaviour is suggested, one which focuses on the sensemaking processes leading up to a decision being made. A research project taking a sensemaking perspective is outlined and the implications and expected contribution of studying retailer buying behaviour from a sensemaking perspective are discussed.
Rethinking European Marketing: Proceedings of the 30th Emac Conference, 2001