| Popis: |
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. |
