Uloga kompleksnosti u funkcioniranju organizacijskih kupovnih centara
The role of complexity in functioning of organizational buying centers

Summary/Abstract: The understanding of organizational buying center behavior is the topic which attracts researchers’ attention in the fields of marketing and organization and management for decades. The role of complexity, as a phenomenon which emerges when particular system is situated, according to its characteristics (structural, behavioral,…), between entropy and chaos, is rather scarcely investigated in terms of organizational systems’ functioning in general and particularly in terms of functioning of organizational systems whose’ nature is primarily informal. By extensively analyzing most important theoretical contributions related to the role of complexity in functioning of organizational buying centers, as organizational informal systems, this paper, apart from systematical organization and explication of mentioned, most important theoretical contributions, has offer numerous valuable and interesting insights and conclusions, both affirmative and critical, as well as conclusions in the domain of analysis and synthesis. As a most important conclusion of the paper the existence of two opposite views of the relationship between the structure and behavior organizational buying center and associated level of complexity can be emphasized, the reason for which author finds in the complexity of tasks in purchasing process and in the uncertainty related to the attributes of¸product which is the object of purchase.

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