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A Matter of Survival - Determinants of Rational Behavior in B-to-B Markets

机译：生存问题-B对B市场中理性行为的决定因素

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摘要

The paper focuses on the question of whether the frequently stated industrial/consumer dichotomy with respect to the involved degree of rationality in decision making, namely that it is high in b-to-b and low in b-to-c markets, is in fact justified. We develop a universal framework to determine which factors lead to rational behavior. The framework may be used for determining if a given decision situation should be analyzed by means of an economic or rather a behavioral approach. When adapting this framework to evaluate decisions in business markets, we identify conditions under which rational behavior is unlikely. Thus, from a purely theoretical standpoint, the proposed dichotomy seems questionable. Whether or not, however, the identified conditions promoting ‘irrationality’ in both industrial and consumer markets in fact must be determined empirically. Therefore, we also suggest an empirical test for the universal framework.
机译：本文关注的问题是，在决策中涉及的合理程度方面，经常提到的工业/消费者二分法是否存在，即在B对B的市场较高而B对C的市场较低。事实合理。我们开发了一个通用框架，以确定导致理性行为的因素。该框架可用于确定是否应通过经济或行为方法来分析给定的决策情况。在调整此框架以评估业务市场中的决策时，我们确定了不可能出现理性行为的条件。因此，从纯粹的理论观点来看，所提出的二分法似乎值得怀疑。然而，实际上，必须凭经验确定是否确定了在工业和消费市场上促进“非理性”的条件。因此，我们还建议对通用框架进行实证检验。

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