Buygrid Framework (Robinson)

Kraljic Model
Knowledge Center

Kraljic Model > Forum

New Topic

Shubhi Kotiya
CxO / Board, Germany
The Buygrid framework was introduced in 1967 by Robinson, Faris and Wind. It provided an improved framework for organizational buying compared to an earlier 4-phase framework (Problem Recognition > Buying Responsibility > The Search Process > The Choice Process) by Webster (1965). According to Robinson et al., industrial buying (nowadays often called: B2B buying) passes through eight stages called: "buyphases". Their Buygrid incorporates a matrix form comprising Buyphases (with 8 purchase decision steps) and Buyclasses (3 purchase situations).
The Buygrid analytic framework for organizational buying situations (Robinson, Faris & Wind, 1967)
The 8 buyphases for organizational buying situations are: PROBLEM RECOGNITION: The buying process begins when someone in the company recognizes a problem or need that can be met by acquiring a good or service. The recognition can be triggered by internal or external stimuli. GENERAL NEED DESCRIPTION: Once a problem (...) Read more? Sign up for free


More on Kraljic Model
What is Purchase Marketing?
Beyond the Steady State
Sustainability Criteria in Purchasing Strategy
Types of E-Procurement Tools
E-Procurement Strategy per Category
Controlling the Supply Chain in an Unstable Environment
Rate Contract versus System Contract
Software Procurement & Automotive SPICE
Tips on Managing a Procurement Department
Generic Purchasing-Decision Model
🔥Kraljic Model for Similar Product Comparison
Strategic Process for Global Sourcing
Backward Integration in Procurement Positioning Matrix
Buygrid Framework (Robinson)
Collaboration Styles of Purchasing Managers
Extensive Bargaining in Procurement Positioning Matrix
From Company Strategy to Purchasing Strategy to Commodity Strategy
Procurement Outsourcing in Procurement Positioning Matrix
Product Re-engineering in Procurement Positioning Matrix
Criteria for Supplier Categorization
Dominant Purchasing Factor: Quality or Price?
Best Value Performance Information Procurement System (Best Value PIPS)
Kraljic Template & Manual
The TIME Factor in Procurement and Logistics Negotiations
Dealing with a Unique Supplier While You Don't Have Negotiation Power
Best Practices
Examples of the 4 Product Categories of Kraljic
Public Procurement Process
Factors to Analyse a Purchasing Portfolio Beyond those in the Kraljic Model
Special Interest Group
Koen Vandermarliere
Business Consultant
Notify your students

Copy this into your study materials:

and add a hyperlink to:

Link to this discussion

Copy this HTML code to your web site:

Kraljic Model
Knowledge Center


About 12manage | Advertising | Link to us / Cite us | Privacy | Suggestions | Terms of Service
2021 12manage - The Executive Fast Track. V15.8 - Last updated: 5-3-2021. All names of their owners.