In B2B, Being Good Is Good for Business B2B buyer preferences continue to shift in favor of suppliers who practice societally “good” business. August 20, 2023
Horizontal Referrals in B2B Markets (Hada, De Bruyn, and Lilien 2023) Although horizontal referrals are common in B2B industries, managers must consider several different factors to increase their chances of receiving the best possible referral from a supplier. May 8, 2023