Business-to-Business Marketing
Fifth Edition
SAGE Journal Articles
This teaching case takes the reader away from the large, multinational organizations often associated with business markets. Here the reader gets to test their understanding and application of product strategy decisions for a new business start-up.
The case can also be used in chapters 4 and 12.
This article shows that the advice giving aspects of business-to-business products can be extended to peer-to-peer community support by using digital communication platforms.