B2B information search in a networked world
Navigating the Digital B2B Sales Frontier: B2B Information Seeking in a Connected World
Project overview
This project analyses how digital transformation influences the information procurement of B2B buyers. We analyse how perceived risk and the stage of the decision-making process affect preferences for communication channels. These insights will help companies to better adapt their digital marketing strategies to meet the needs of B2B buyers.
Further information
- Responsible: Chair of Marketing
Project management
Univ.-Prof. Dr.
Michael Steiner
Chair holder
Faculty of Management, Economics and Society (Department of Management and Entrepreneurship) | Chair of Marketing
Alfred-Herrhausen-Straße 50
58455 WittenRoom number: C-1.157
