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B2B markets offer challenges that differ from those in B2C markets in addressing these issues (e.g., Anderson, Narus, and Narayandas 2009; Dwyer and Tanner 2008). These challenges stem from the fact that most B2B markets (relative to B2C markets) are characterized by a far fewer buyers who buy in much larger quantities, often involving many more stakeholders in the purchasing process with purchase cycles that can consume months or years. Indeed, in many B2B markets a mere handful of firms account for half or more of a supplier's sales, wielding influence that only giant retailers exert in the B2C marketplace.
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