“…Focus groups were considered appropriate to facilitate the exploration of the experiences of buyers and sellers (Bonoma, 1985;Ellram, 1996) and develop theory in the buyer-seller domain (Jüttner et al 2007;Lindberg & Nordin, 2008;Tate et al, 2010). Existing research is predominantly case study based (Blois, 1998;Cox et al, 2003;Gelderman & van-Weele, 2001;Goffin, Szwejczewski, & New, 1997;Graham & Ahmed, 2000;Lehtinen, 2001;Ratnasingam, 2000;Veludo, Purchase, & Macbeth, 2001;Watson, 1999), yet the cases chosen often represent economically-polarized situations making conceptual development problematic.…”