An article in Industrial Marketing Management (January 2016) investigated the dynamics of the buyer-seller relationship-in particular, the relationship between a large software development company (the seller) and a large mobile telecommunications firm (the buyer). On the basis of interviews with employees of both firms involved in the transaction, the researchers identified two factors that drive the buyer seller dynamic: (1) Adaptation of sales process (high or low) and (2) Knowledge of buying process (high or low). The four combinations of Adaptation and Knowledge (with descriptions of the buyer-seller adaptation dynamic) are shown in the table. Consider an experiment in which you want to determine the effects of these two factors on final sales price. Data on final sales price will be collected for each of the four types of buyer-seller adaptation dynamics and an ANOVA performed.

a. Identify the experimental design used.
b. How many treatments are in this experiment? Name them.
c. If factor interaction is detected, what can you conclude?
d. Suppose no factor interaction is detected, but a main effect for Knowledge is detected. What can you conclude?

Transcribed Image Text:

High Knowledge High Adaptation Strategic adaptation Low Adaptation Reactive adaptation Low Knowledge Proactive adaptation Ad hoc adaptation