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Understanding the Digital Communication Preference of Business-to-Business Purchasers and Sellers

In: Advances in Digital Marketing and eCommerce

Author

Listed:
  • Bert Paesbrugghe

    (IESEG School of Management)

  • Teidorlang Lyngdoh

    (University of Kent)

  • Arun Sharma

    (University of Miami)

  • Deva Rangarajan

    (Ball State University)

Abstract

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.

Suggested Citation

  • Bert Paesbrugghe & Teidorlang Lyngdoh & Arun Sharma & Deva Rangarajan, 2021. "Understanding the Digital Communication Preference of Business-to-Business Purchasers and Sellers," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & David López López (ed.), Advances in Digital Marketing and eCommerce, pages 277-279, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-76520-0_29
    DOI: 10.1007/978-3-030-76520-0_29
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