The choice of a specific manufacturer (brand) or supplier in the business-to-business market is not only determined by company performance, e.g. price, quality and time of delivery, but also by a company's corporate image. Corporate Image Purchasing Analysis (CIPA) gives an insight into the influences exerted on the deciding process by company performance on the one hand, and corporate image on the other. 3M Netherlands BV (practice) and Motivation Amsterdam BV (theory) have cooperated in the production of the following paper on this new and successful research model.
Author: Jagdish N. Sheth
June 15, 1979
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