Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

LITERATURE REVIEW 
Organizational Communication Behavior 
According to Sheth (1996), research on organizational behavior has simply exploded for three reasons since 
the early 1980s. First, the shift from understanding and influencing consumers to become customers (industrial, 
institutional, and trade) has led to a greater focus on organizational behavior. Second, both the academic journals 
and business professional organizations have encouraged research and publications on inter-organization buying 
behavior. Finally, the marketing discipline is increasingly influenced by the disciplines of organizational behavior, 
industrial organizations, and transaction cost theories in economies. Among various issues in organizational 
research, it is noted that the most popular area of research has been the understanding of the decision-making 
process (Sheth, 1996; Sheth, Gardner, and Garrett, 1988; Ward and Webster, 1991). There are some important 
differences between individual and organizational decision making (Ames and Hlaracek, 1984; Fern and Brown, 
1984; Solomon, 2001; Weiss and Heide, 1993). Some of these differences are summarized as follows: 

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