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Digital transformation in B2B sales – differences and best practices in three different European countries

Author

Listed:
  • Stefan Wengler

    (Hof University, Hof, Germany)

  • Margarethe Überwimmer

    (Upper Austria University of Applied Sciences, Steyr, Austria)

  • Pia Hautamäki

    (Tampere University of Applied Sciences, Tampere, Finland)

  • Gabriele Hildmann

    (KAIROS, Kronberg im Taunus, Germany)

  • Ulrich Vossebein

    (University of Applied Sciences, Friedberg, Germany)

  • Robert Füreder

    (Upper Austria University of Applied Sciences, Steyr, Austria)

Abstract

There has been an increasing discussion around B2B sales and the need for its digital transformation as it may strongly accelerate company’s performance. Because sales is an essential element of business growth, it is important to study B2B sales and the level of digital transformation on a country-specific level. For this purpose, we studied the role of digital transformation in three different countries from the sales organization’s perspective. Our qualitative preliminary findings show that the European Union’s classifications on digitalization of European countries do not correlate with the companies’ digital transformation of their sales operations in these countries.

Suggested Citation

  • Stefan Wengler & Margarethe Überwimmer & Pia Hautamäki & Gabriele Hildmann & Ulrich Vossebein & Robert Füreder, 2020. "Digital transformation in B2B sales – differences and best practices in three different European countries," Marketing Science & Inspirations, Comenius University in Bratislava, Faculty of Management, vol. 15(2), pages 40-48.
    • Handle: RePEc:cub:journm:v:15:y:2020:i:2:p:40-48
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    More about this item

    Keywords

    B2B sales; digitalization; digital transformation;
    All these keywords.

    JEL classification:

    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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