Abstract
We investigate B2B sales companies and buyers in the context of sustainability transition pathways through qualitative research conducted in three European countries, resulting in the development of a matrix-based model to guide sales strategy selection and contributing to the literature by illustrating how sales executives incorporate sustainability principles into buyer-seller interactions.
| Original language | English |
|---|---|
| Title of host publication | 2024 AMA Summer Academic Conference proceedings : Reconnecting With Humanity: Marketing’s Role in Promoting Responsible Technology While Serving People |
| Editors | Sertan Kabadayi, Myla Bui, Lauren S. Grewal |
| Number of pages | 5 |
| Volume | 35 |
| Publisher | American Marketing Association |
| Publication date | 16 Aug 2024 |
| Pages | 723-727 |
| ISBN (Electronic) | 978-0-87757-021-9 |
| Publication status | Published - 16 Aug 2024 |
| Event | 2024 AMA Summer Academic Conference: Reconnecting With Humanity: Marketing’s Role in Promoting Responsible Technology While Serving People - Boston, United States Duration: 12 Aug 2024 → 18 Aug 2024 https://www.ama.org/events/academic/2024-ama-summer-academic-conference/ |
Conference
| Conference | 2024 AMA Summer Academic Conference |
|---|---|
| Country/Territory | United States |
| City | Boston |
| Period | 12/08/24 → 18/08/24 |
| Internet address |
Keywords
- sales