Journal article

Business-to-Business Buying: Challenges and Opportunities

Rajdeep Grewal, Gary L Lilien, Sundar Bharadwaj, Pranav Jindal, Ujwal Kayande, Robert F Lusch, Murali Mantrala, Robert W Palmatier, Aric Rindfleisch, Lisa K Scheer, Robert Spekman, Shrihari Sridhar

Customer Needs and Solutions | Springer Science and Business Media LLC | Published : 2015


In this article, we lay out the challenges and research opportunities associated with business-to-business (B2B) buying. These challenges and opportunities reflect four aspects of B2B buying that the Institute for the Study of Business Markets (ISBM: has identified through a Delphi-like process: (1) the changing landscape of B2B buying, (2) the increasing sophistication of sellers, (3) the impact of technological changes, and (4) the increasing importance and growth of emerging markets. For each of these four areas, we identify the relevant background, key issues, and pertinent research agendas.

University of Melbourne Researchers

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