Enterprise B2B Imitates B2C

By Karen A. Frenkel  |  Posted 12-23-2013 Email

Few companies can shop online when they need business supplies the way consumers can. Enterprises can't buy stock directly from a company's sales staff, or participate in auctions for refurbished material. There is no network of peer customers to comment on parts, nor are there video reviews of equipment, links to expert advice on social media, nor installation and maintenance services. In short, B2B has not yet caught up to B2C, according to a report by Seattle-based Avanade, which provides business technology solutions and managed services for Microsoft technologies. Avanade commissioned Wakefield Research to study 1,000 C-level executives, business unit leaders and IT decision-makers at top companies worldwide. Industries surveyed include aerospace, defense, telecommunications, energy, health-care, financial services, government, non-profit, media, entertainment, logistics and manufacturing. The survey found that buyers are becoming more demanding, so sellers must be more flexible. Those that are report longer-term and more profitable customer relationships. Click here for the full report, "Global Survey: B2B is the New B2C." .

Karen A. Frenkel writes about technology and innovation and lives in New York City.


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