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Erschienen in:
2021 | OriginalPaper | Buchkapitel
Understanding the Digital Communication Preference of Business-to-Business Purchasers and Sellers
verfasst von : Bert Paesbrugghe, Teidorlang Lyngdoh, Arun Sharma, Deva Rangarajan
Erschienen in: Advances in Digital Marketing and eCommerce
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Abstract
In this paper, we explore the shift in digital communications by selling firms to enhance the value of their offerings. Based on in-depth interviews with professional purchasers, this paper’s findings suggest that business-to-business relationships’ future success will depend on a differentiated value approach by salespeople. Using the Kraljic matrix, we explore the offerings and digital communications focused around four types of business-to-business purchases—strategic, leverage, bottleneck, and non-critical products.