The buying center tends to be more complex when dealing with a straight rebuy situation.

Question

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The buying center tends to be more complex in a new buy situation or a modified rebuy situation as more individuals are involved in making decisions and evaluating options. In a straight rebuy situation, the buying center is usually less complex as stakeholders have already made the decision to continue purchasing from the same supplier without major changes.

The Buying Center Tends to Be More Complex When Dealing