Business buyers are people too: exploring how geodemographics affects business-to-business selling effectiveness
Volume: 35, Issue: 10, Pages: 1539 - 1552
Published: Mar 13, 2020
Abstract
Purpose Drawing from the contingency model, this study aims to investigate the moderating effects of business-to-business (B2B) buyer personal characteristics on the relationship between sales activities and sales effectiveness. Design/methodology/approach As an application of engaged scholarship, this study leverages a years’ worth of sales activity and results from a Fortune 500 financial services company for 2,710 dyads; personal...
Paper Details
Title
Business buyers are people too: exploring how geodemographics affects business-to-business selling effectiveness
Published Date
Mar 13, 2020
Volume
35
Issue
10
Pages
1539 - 1552
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