{
  "title": "Who really decides in B2B buying?",
  "url": "https://www.shr.swiss/blog/les-acheteurs-b2b-decident-en-groupe-en",
  "language": "en",
  "datePublished": "2025-09-21",
  "publisher": {
    "name": "SHR — Swiss Human Resources",
    "url": "https://www.shr.swiss",
    "address": "Esplanade de Pont-Rouge 9A, 1212 Lancy, Suisse"
  },
  "summary": "Older conceptual model.",
  "section": "Research",
  "topic": "High-Value Selling",
  "place": {
    "name": "Fribourg",
    "region": "Fribourg",
    "country": "CH"
  },
  "keyPoints": [
    {
      "heading": "The research",
      "point": "Webster and Wind (1972, Journal of Marketing) describe the buying centre of users, influencers, buyers, deciders and gatekeepers.."
    },
    {
      "heading": "The limit",
      "point": "Older conceptual model."
    },
    {
      "heading": "Practical check in Fribourg",
      "point": "Map the five roles for each major deal and check you have a contact for each."
    }
  ],
  "sources": [
    {
      "authors": "Webster and Wind",
      "year": "1972",
      "source": "Journal of Marketing"
    }
  ],
  "wordCount": 77,
  "image": "https://www.shr.swiss/img/blog-editorial-2025-09-21-en.jpg?v=4",
  "translations": {
    "fr": "https://www.shr.swiss/blog/les-acheteurs-b2b-decident-en-groupe",
    "en": "https://www.shr.swiss/blog/les-acheteurs-b2b-decident-en-groupe-en",
    "de": "https://www.shr.swiss/blog/les-acheteurs-b2b-decident-en-groupe-de",
    "it": "https://www.shr.swiss/blog/les-acheteurs-b2b-decident-en-groupe-it"
  },
  "relatedPages": {
    "programme": "https://www.shr.swiss/formation/vente-forte-valeur/fribourg",
    "city": "https://www.shr.swiss/formations-ville/fribourg",
    "blog": "https://www.shr.swiss/blog"
  },
  "citationPolicy": "Citation autorisée avec mention « SHR — Swiss Human Resources » et lien vers l'article."
}