Much of the innovation in agriculture over the last 50 years has been science based, meaning that manufacturers have developed new solutions for farmers through equipment, chemicals and technology.
Depending on whether a relationship is at its beginning or at a progressed stage, different factors drive various forms of trust. Suppliers must develop a variety of strategic tools to meet the needs of customers at different stages.
Customer journey mapping is a concept that builds on touchpoints, and organizes the customer journey through these touchpoints in a three-part approach: preservice, service, and postservice.
Relationships are important in business-to-business marketing, but defining what is meant by “relationship” is difficult.
When gaming the system becomes more of a goal than the incentivized behavior, simple and easy-to-understand incentives might be the answer.
There are two types of contracts: legal and psychological. This article suggests that marketers and retailers have to remember that to a customer, perception is reality.
There are two types of trust in buyer-seller relationships: calculated and relational. In this article, authors examine the roles both types of trust play in these relationships.
Economic factors and business cycles affect firm performance. B2B firms often have a strong market orientation because these relationships and their loyalties help preserve business during downturns. This article divides market orientation into three factors.