Understanding the Digital Communication Preference of Business-to-Business Purchasers and Sellers

Bert Paesbrugghe (), Teidorlang Lyngdoh (), Arun Sharma () and Deva Rangarajan ()
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Bert Paesbrugghe: IESEG School of Management
Teidorlang Lyngdoh: University of Kent
Arun Sharma: University of Miami
Deva Rangarajan: Ball State University

A chapter in Advances in Digital Marketing and eCommerce, 2021, pp 277-279 from Springer

Abstract: 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.

Keywords: Buyer-Seller; Sales conversation; Digital communications; COVID pandemic (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-030-76520-0_29

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DOI: 10.1007/978-3-030-76520-0_29

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