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Customer Needs and Solutions
Published in: Customer Needs and Solutions 3/2015

01-09-2015 | Perspectives

Business-to-Business Buying: Challenges and Opportunities

Authors: Rajdeep Grewal, Gary L. Lilien, Sundar Bharadwaj, Pranav Jindal, Ujwal Kayande, Robert F. Lusch, Murali Mantrala, Robert W. Palmatier, Aric Rindfleisch, Lisa K. Scheer, Robert Spekman, Shrihari Sridhar

Published in: Customer Needs and Solutions | Issue 3/2015

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Abstract

In this article, we lay out the challenges and research opportunities associated with business-to-business (B2B) buying. These challenges and opportunities reflect four aspects of B2B buying that the Institute for the Study of Business Markets (ISBM: www.​isbm.​org) has identified through a Delphi-like process: (1) the changing landscape of B2B buying, (2) the increasing sophistication of sellers, (3) the impact of technological changes, and (4) the increasing importance and growth of emerging markets. For each of these four areas, we identify the relevant background, key issues, and pertinent research agendas.
previous article Trends in Business Markets
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Footnotes
1
The other two domains are B2B innovation and B2B customer analytics.
 
2
This section was primarily developed by Lisa K. Scheer and Robert F. Lusch.
 
3
This section was primarily developed by Sundar Bharadwaj and Robert Spekman.
 
4
This section was primarily developed by Sundar Bharadwaj, Pranav Jindal, Murali Mantrala, Aric Rindfleisch, and Shrihari Sridhar.
 
6
This section was primarily written by Ujwal Kayande, Robert W. Palmatier, and Sundar Bharadwaj.
 
7
Canada, France, Germany, Italy, Japan, the UK, and the United States
 
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Metadata
Title
Business-to-Business Buying: Challenges and Opportunities
Authors
Rajdeep Grewal
Gary L. Lilien
Sundar Bharadwaj
Pranav Jindal
Ujwal Kayande
Robert F. Lusch
Murali Mantrala
Robert W. Palmatier
Aric Rindfleisch
Lisa K. Scheer
Robert Spekman
Shrihari Sridhar
Publication date
01-09-2015
Publisher
Springer US
Published in
Customer Needs and Solutions / Issue 3/2015
Print ISSN: 2196-291X
Electronic ISSN: 2196-2928
DOI
https://doi.org/10.1007/s40547-015-0040-5

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