NORTH- Environmental Turbulence and Organizational Buying The Case of Health Benefits in South Africa Michael H. Morris Sven Derek Hansen Leyland F. Pitt The relationship between environmental turbulence and the structure and functioning of the organizational buying center is explored. Results are reported of an empirical study conducted in South Africa during an extended period of turbulence. Higher levels of perceived turbulence were associated both with struc- tural variables (e.g., involvement levels, formalization) and decision-making variables (e.g., information sources relied upon, attributes emphasized), but more so with the former. A number of managerial implications are drawnfrom thefindings, and suggestions are made for ongoing research. Address correspondence to Dr. Michael H. Morris, AGA Computer Serv- ices, 410 Ware Boulevard, Suite 200, Tampa, FL 33619. INTRODUCTION Organizational buying behavior has attracted significant attention over the past 20 years. It is a complex phenome- non that continues to pose significant obstacles for those involved in theory development, empirical research, and marketing practice. This complexity is reflected in the "buy- ing center" concept, where organizational buying processes are characterized by social or group interaction, multiple motives, varied interests, and potentially conflicting ob- jectives among participants [17, 26]. Buying decisions appear to play an increasingly strate- gic role in contemporary organizations. These decisions can directly affect a firm's competitive capabilities and on- Industrial Marketing Management 24, 305-315 (1995) © Elsevier Science Inc., 1995 655 Avenue of the Americas, New York, NY 10010 0019-8501/95/$9.50 SSDI 0019-8501(95)00014-2