The role of organizational categorization in interorganizational marketing negotiations: Implications for minority supplier purchasing programs.

摘要

Many companies are attempting to align their purchasing and supply base strategies with corporate strategies in order to achieve competitive advantage (Monczka and Trent 1995). However, the role of corporate minority supplier purchasing programs within this changing organizational environment has not been examined. Specifically, the extent to which the present structure of minority supplier purchasing programs enhances, or deters, the creation of strategic partnerships with minority suppliers has not been addressed. To that end, this dissertation explores the extent to which the categorization of suppliers as 'minority' influences the negotiation process and subsequent outcomes.;A theoretical model derived from Self Categorization and Social Identity Theories is developed to examine purchasing agent negotiations with suppliers that have been categorized as minority. To test the model, a field study of university purchasing agents was conducted. The hypothesized model was tested using structural equations modeling.;This dissertation contributes to marketing theory by extending these theories from social psychology into the marketing literature and providing a theoretical basis for the study of minority supplier purchasing programs. In addition, the findings of this research offer practical implications regarding the use of various negotiation strategies by purchasing agents as well as the structure of minority supplier purchasing programs. Results from this study help to bring together the academic and managerial analyses of purchasing agent negotiations.