THE IMPACT OF DIGITALIZATION OF SALES CHANNELS IN B2B MARKETS

THE IMPACT OF DIGITALIZATION OF SALES CHANNELS IN B2B MARKETS

• Author
• Carlos Abe
• Co-authors
• Carla Ramos , Danny Claro
• Abstract

• Despite the recent proliferation of digital sales channels and growing adoption
  of multichannel strategies in the business-to-business (B2B) context, research in such
  setting on these trends’ impact on firm performance and cannibalization is limited.
  Drawing on customers’ determinants of channel choice, this study aims to deepen our
  understanding on the effects of digital sales channel addition and multichannel
  strategies in B2B. A quantitative methodology was applied, based on transactional
  data from 348 customers of a pharmaceutical firm during the activation of a digital
  sales channel. Results show that by adding a digital channel, and despite the
  cannibalization of own channels, the firm benefits from increased performance in terms
  of sales revenues and sales frequency, but now in terms of sold product mix. The
  present study contributes to theory, shedding light on sales channels literature in the
  B2B context. It also provides managers with insights that can support their decisions
  regarding the implementation of digital sales channels and multichannel strategies.

• Keywords
• Sales channels addition, multichannel management, digital sales channels, performance.
• Modality
• Comunicação oral
• Subject Area
• Marketing (Pleno)

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