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Contrary to the popular belief, research on Organisational Buying Behaviour (OBB) is impressive and enduring. After reviewing the progress of OBB toward higher managerial relevance and academic rigour, I have focussed on six megatrends which will impact the future of OBB. They are:
internet revolution; inorganic growth through mergers & acquisitions; break up of vertical integration; privatisation of public sector industries; rise of emerging economies such as China and India; and globalisation of markets. I have identified numerous research opportunities in the
OBB area as a consequence of these six antecedents. Finally, I believe OBB will transform from domestic to global sourcing and from value exchange to value co-creation. A major consequence of all this change is that the typical research anchored to behavioural and group dynamics tested by
surveys of key informants and use of LISREL as the analytic tool to measure cause and effect will become obsolete.