Vendor Consideration and Switching Behav
β
Jan B. Heide and Allen M. Weiss
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Article
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1995
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American Marketing Association
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English
β 635 KB
High-technology markets represent unique problems for organizational buyers and, in turn, for their existing and potential vendors. These problems are due to high levels of uncertainty and the presence of switching costs tied to existing technologies or vendors. The authors focus on two aspects of b