Bonama and Dixon

Both Bonoma and Dixon & Toman suggest different ways to analyze a DMU / Buying Center, why are they different? Could these two methods, separated by almost 30 years, be combined?

Both the theories explain about the buying process involved in purchasing of different equipment’s, services, or products. They explain the importance of identifying and understanding different members of the buying centre, which involves various people involved with the decision and usage of the product or service. Bonoma and Dixon & Toman in their methods identify different members of the buying centre or different stakeholders fitting the ideal advocate for the seller. Bonoma in his theory exhibits six members of the buying centre whereas Dixon & Toman identify seven different profiles for the ideal advocate (a person within the customer organisation to get the deal done).

In bonoma’s theory the six member of the buying centre are explained with their roles. The first he explains is the Initiator of the purchasing process who recognises that some company problem can be solved or avoided by acquiring a product or service. For instance Division general manager proposes to replace the company’s telecommunications system as to take advantage of technological improvements or to reduce costs through owning rather than leasing. Secondly, he explains the role of the Gatekeeper, the individuals who are given the title of a buyer or purchasing manager and usually act as problem or product experts. They control the vendor offerings and also determine the vendors who can sell to the company. Then the Influencers, who have a say in whether a purchase is made and about what is bought. Influencers can include anyone say board committees, stockholder’s, and even lowly mechanics, who can influence the purchase of a particular machinery with its difficult or new functioning techniques. Fourthly, the Deciders are the people who say a yes or no the purchase. This could be a person or an...