Executive Summary Impacting B2B Business Development with Social Media - Krings, Werner
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Recent academic and practitioner studies indicated that Social Media in B2B-Business Development is an emerging phenomenon with little direction and scant guidance. While Social Media has received extensive attention in Business-To-Consumer, there is a paucity of Business-To-Business studies with joint research being a novelty. This research explored and explained how Social Media impacts the B2B-Business Development process cycle in the software solutions and services environment by testing a conceptual model applying a cross-sectional survey of more than 530 practitioners. This research…mehr

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Produktbeschreibung
Recent academic and practitioner studies indicated that Social Media in B2B-Business Development is an emerging phenomenon with little direction and scant guidance. While Social Media has received extensive attention in Business-To-Consumer, there is a paucity of Business-To-Business studies with joint research being a novelty. This research explored and explained how Social Media impacts the B2B-Business Development process cycle in the software solutions and services environment by testing a conceptual model applying a cross-sectional survey of more than 530 practitioners. This research developed a conceptual framework of different fields such as Relationship Marketing and Information System Theory incorporating Social Capital and Usage Criteria as critical moderators leading to new business. The B2B-Business Development process represents constructs conceptualizing the behavioral outcome of the business performance. The cross-sectional research design included open-ended expert, qualitative semi-structured interviews with gatekeepers and decision-makers complemented by an online survey. The findings supported the research model and produced substantial contributions.
Autorenporträt
O Dr. Werner Krings, vencedor do prémio EMEA Social Selling #1 Award 2017 do LinkedIn, apoia empresas globais em vários sectores para otimizar a sua estratégia digital. A otimização do desenvolvimento comercial e das vendas B2B através da aplicação de um conjunto relevante de meios de comunicação e da adaptação dos conteúdos a decisores específicos resulta em agilidade, flexibilidade e fluxos de receitas recorrentes.