Comparative literature review approaches: the case of buying center research

Purpose This paper comprehensively reviews research on buying centers using a multi-method approach that combines bibliometric analysis and content-based review. The study evaluates over 50 years of buying center literature and identifies critical trends, influential contributors and research gaps. Based on the findings, the paper advocates for a multi-stage, multi-method review process as a benchmark for future literature reviews in marketing. Design/methodology/approach The paper includes a multi-method approach that combines bibliometric analysis and content-based review employing state-of-the-art tools such as Biblioshiny. Findings The analysis reveals patterns in the intellectual structure of the research on buying centers as well as patterns of influence. While there has been periodic interest in reviewing and summarizing the literature on buying centers, we find that a multi-method, journal-agnostic review of the literature utilizing multiple databases yields a more comprehensive view of the field. Originality/value This paper provides a comprehensive and systematic literature review on the topic of buying centers, utilizing multiple databases and increasing inclusiveness of global research.