The change in customer behaviour in B2B markets associated with digitization requires an adaptation of existing sales strategies and leads to major challenges regarding the influence on the customer during the purchase decision process, especially for small and medium-sized B2B companies. Based...

The change in customer behaviour in B2B markets associated with digitization requires an adaptation of existing sales strategies and leads to major challenges regarding the influence on the customer during the purchase decision process, especially for small and medium-sized B2B companies. Based...