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.
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Paesbrugghe, B., Lyngdoh, T., Sharma, A., Rangarajan, D. (2021). Understanding the Digital Communication Preference of Business-to-Business Purchasers and Sellers. In: Martínez-López, F.J., López López, D. (eds) Advances in Digital Marketing and eCommerce. DMEC 2021. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-030-76520-0_29
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DOI: https://doi.org/10.1007/978-3-030-76520-0_29
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