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Effectiveness Of Interorganizational (B2b) Selling: The Influence Of Collaboration, Initiator, Market Segmentation, Product, George Talbert

Business Administration Dissertations

Most B2B sales involve personal selling, which is expensive and collaborative. Problem solving and value creation, i.e., collaboration, are contemporary trends in sales and marketing. Little is known about how purchase decisions are made in large-dollar accounts, about what factors make B2B sales processes effective for both buyers and sellers, and about the roles senior managers play in the buying process. The motivation for this exploratory study is rooted in these questions. In addition, few studies have explored senior executive buyers’ perceptions of suppliers. In this dissertation, I use a robust secondary data set based on assessments of 23 suppliers …