Martínez-Caro, Eva; Cepeda-Carrión, Gabriel; … - In: Industrial Management & Data Systems 120 (2020) 12, pp. 2269-2296
Purpose: The spread of the Internet in the business world has led to the development of new business-to-business (B2B) settings. Although a large number of companies have adopted B2B strategies, many of these fail to implement such strategies effectively. The most common barriers encompass the...