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EMAC 2022 Annual

The production phase in the buying process as research gap

Published: May 24, 2022


Elisabeth Kuhn, Technische Universit├Ąt Ilmenau


Communication is the most important element for a successful completion of the buying process. Salespeople need to be in constant communication with their customers throughout the entire buying journey. However, communication during the phase in which a good is manufactured has rarely been studied. To highlight this issue, this paper will give an overview of the phases and communication tools. Using a single-case study of a mechanical engineering company, this paper shows for the first time which communication tools are used during the production phase of the buying process and identifies reasons why this phase has been neglected in the marketing literature so far.