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Successful and Value-creating Interplay between Buyer and Seller: Organizing Mutuality
Book chapter

Successful and Value-creating Interplay between Buyer and Seller: Organizing Mutuality

Björn Axelsson
Organizing Marketing and Sales: Mastering Contemporary B2B Challenges, pp.157-175
2018

Abstract

In this chapter, we point at possibilities to be more methodical about the ways in which the interfaces are organized. In longer-term business, this seems to be a core factor in order for the two or more parties involved how to get the best value of their relation. We discuss interaction patterns and what seem to be the most important factors influencing the success or failure.

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