Buying centre: Decision dynamics in B2B purchasing

A buying centre refers to the group of people within an organisation who are collectively involved in the decision-making process for the purchase of products or services in a business-to-business (B2B) context. This group includes various roles such as users, decision-makers, influencers, buyers and gatekeepers, with each role having specific interests and influences on the buying process. Understanding the structure and dynamics of a buying centre is essential for suppliers to develop tailored sales strategies that address the individual needs and expectations of all participants and increase the chances of success in B2B sales.