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How small enterprises manage unexpected customer requests in B2B sales

Author

Listed:
  • Kai Hänninen
  • Matti Muhos
  • Harri Haapasalo

Abstract

This article analyses upstream supply chain practices in small enterprises to determine how firms manage unexpected customer requests in business-to-business (B2B) sales situations. A small company's offer often fails to satisfactorily meet a customer's needs in B2B sales situations. In such situations, an upstream supply chain network plays an important role in advancing B2B sales negotiations. The selection of a new supplier is crucial if the existing supplier network is not able to respond within an acceptable amount of time. In small firms, well-managed supplier networks can ensure fast delivery. Selecting a new supplier during sales negotiation could be risky; however, potential risks could be mitigated by having a core group of suppliers who can expeditiously fulfil requests.

Suggested Citation

  • Kai Hänninen & Matti Muhos & Harri Haapasalo, 2021. "How small enterprises manage unexpected customer requests in B2B sales," International Journal of Entrepreneurship and Small Business, Inderscience Enterprises Ltd, vol. 44(4), pages 452-469.
    • Handle: RePEc:ids:ijesbu:v:44:y:2021:i:4:p:452-469
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