How small enterprises manage unexpected customer requests in B2B sales

Kai Hänninen, Matti Muhos and Harri Haapasalo

International Journal of Entrepreneurship and Small Business, 2021, vol. 44, issue 4, 452-469

Abstract: This article analyses upstream supply chain practices in small enterprises to determine how firms manage unexpected customer requests in business-to-business (B2B) sales situations. A small company's offer often fails to satisfactorily meet a customer's needs in B2B sales situations. In such situations, an upstream supply chain network plays an important role in advancing B2B sales negotiations. The selection of a new supplier is crucial if the existing supplier network is not able to respond within an acceptable amount of time. In small firms, well-managed supplier networks can ensure fast delivery. Selecting a new supplier during sales negotiation could be risky; however, potential risks could be mitigated by having a core group of suppliers who can expeditiously fulfil requests.

Keywords: small sized enterprises; sales; customer preferences; new product creation; NPC; supply chain; business-to-business; B2B. (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:ids:ijesbu:v:44:y:2021:i:4:p:452-469

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