Business Marketing Question?
Assume a large medical device corporation (having more than 50 000 employees) is making a decision on a new software purchase for the first time and a purchase which will involve a significant financial outlay. This software will be used by individual employees to help manage their internal company communications and external email. Who is likely to comprise the buying centre? Which of the buying centre members are likely to play the roles of users, influencers, buyers, deciders and gatekeepers?