Basics of B2B eCommerce

Heinemann, Gerrit

doi:10.1007/978-3-658-38528-6_2

B2B eCommerce 2022

DOI: 10.1007/978-3-658-38528-6_2

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Basics of B2B eCommerce

Gerrit Heinemann¹

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“…Third, while in international business-to-consumer (B2C) markets, prices are typically adjusted to national markets, more than 30% of B2B sales managers still deploy price increases uniformly (Brzoska and Biermann 2022). However, not accounting for heterogeneity across international customers reflects a serious issue in the implementation of price increases (Hamilton et al 2021; Hazan et al 2022).…”

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Price Increases and Their Financial Consequences in International Business-to-Business Selling

Friess,

Kassemeier

2023

Journal of International Marketing

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Although price increases are common in business-to-consumer (B2C) and business-to-business (B2B) markets, research examining the consequences of price increases on financial performance outcomes in B2B contexts is scarce. This study takes a relationship perspective on price increases and examines how a portfolio price increase affects the financial performance of the customer relationship and whether and how this effect varies between international business customers from different cultures. Based on objective data from 966 international B2B customers of a chemical goods company, this study examines a large-scale field intervention. Results show that higher portfolio price increases, although rooted in an increase of upstream costs, have more severe harm to B2B customers’ sales revenue than lower portfolio price increases. These consequences vary with customers’ cultures as B2B customers with culture-specific communal norms are more susceptible to the magnitude of portfolio price increases than customers without such norms. International B2B companies, therefore, need to refrain from implementing uniform price increases and should consider their business customers’ cultural origin when designing and implementing price increases.

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Price Increases and Their Financial Consequences in International Business-to-Business Selling

Friess,

Kassemeier

2023

Journal of International Marketing

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Basics of B2B eCommerce

Cited by 1 publication

References 17 publications

Price Increases and Their Financial Consequences in International Business-to-Business Selling

Price Increases and Their Financial Consequences in International Business-to-Business Selling

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