Murtha Paper Accepted by Journal of Marketing

Posted: November 10, 2019

Updated: March 13, 2020

Brian Murtha's paper (with Kevin Chase), “Selling to Barricaded Buyers,” has been accepted at the Journal of Marketing. In business-to-government and business-to-business transactions, suppliers often have limited access to buyers during the buying process. The authors term these buyers “barricaded buyers.”

Despite the prevalence of barricaded buyers in practice, research has remained largely silent on the topic. Therefore, the authors combine insights from eight organizational purchasing case studies and individual interviews with signaling theory to advance a conceptual framework that highlights ways a supplier can increase its competitiveness (and, correspondingly, its selection likelihood) when selling to barricaded buyers. The framework reflects three distinct ways in which signaling occurs or influences the barricaded buying process: the seller signals to buyers (e.g., through novel solutions, explicit responding), the seller signals to competing sellers (e.g., through peacocking), and the buyer signals to sellers whose meaning is jammed (e.g., through supplier-specific capabilities and language). The framework invokes barricade restrictiveness as an important contingency variable that lends nuance to when the signaling activities are most likely to affect suppliers’ competitiveness. 

AMA Article: How to Increase Sales to Barricaded Buyers

YOUTUBE: How to Sell To Barricaded Buyers in B2G and B2B Settings

Brian Murtha is the Associate Professor and E. Vernon & William Smith Endowed Fellow at the Gatton College of Business and Economics. More info