Business-to-Business Buying: Challenges and Opportunities

Rajdeep Grewal (), Gary Lilien, Sundar Bharadwaj, Pranav Jindal, Ujwal Kayande, Robert Lusch, Murali Mantrala, Robert Palmatier, Aric Rindfleisch, Lisa Scheer, Robert Spekman and Shrihari Sridhar

Customer Needs and Solutions, 2015, vol. 2, issue 3, 193-208

Abstract: In this article, we lay out the challenges and research opportunities associated with business-to-business (B2B) buying. These challenges and opportunities reflect four aspects of B2B buying that the Institute for the Study of Business Markets (ISBM: www.isbm.org ) has identified through a Delphi-like process: (1) the changing landscape of B2B buying, (2) the increasing sophistication of sellers, (3) the impact of technological changes, and (4) the increasing importance and growth of emerging markets. For each of these four areas, we identify the relevant background, key issues, and pertinent research agendas. Copyright Springer Science+Business Media New York 2015

Keywords: B2B buying; Sophistication of sellers; Technological changes; Emerging markets (search for similar items in EconPapers)
Date: 2015
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (21)

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DOI: 10.1007/s40547-015-0040-5

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