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

Bert Paesbrugghe; Teidorlang Lyngdoh; Arun Sharma; Deva Rangarajan

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

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Book chapter

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

Bert Paesbrugghe, Teidorlang Lyngdoh, Arun Sharma and Deva Rangarajan

Advances in Digital Marketing and eCommerce, pp.277-279

Springer Proceedings in Business and Economics, Springer International Publishing

2021-05-27

DOI: https://doi.org/10.1007/978-3-030-76520-0_29

Abstract

Buyer-Seller

COVID pandemic

Digital communications

Sales conversation

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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Details

Title: Understanding the Digital Communication Preference of Business-to-Business Purchasers and Sellers
Creators: Bert Paesbrugghe - Institut d'Economie Scientifique Et de Gestion
Teidorlang Lyngdoh - University of Kent
Arun Sharma - University of Miami*
Deva Rangarajan - Ball State University
Publication Details: Advances in Digital Marketing and eCommerce, pp.277-279
Series: Springer Proceedings in Business and Economics
Publisher: Springer International Publishing; Cham
ISSN: 2198-7254
Academic Unit: Miami Herbert Business School; MHBS - Marketing
Language: English
Resource Type: Book chapter
Record Identifier: 991031713579002976