Purchase decisions in B2B are often conducted by a buyer, who is not the user of the product, but is accountable to make the right choice. So far, research on how accountability in B2B settings affects reactions to assortments is sparse. The purpose of this paper is to extend this research and,...

Being able to accurately predict what a customer will purchase next is of paramount importance to successful online retailing. In practice, customer purchase history data is readily available to make such predictions, sometimes complemented with customer characteristics. Given the large...