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  • Title
    The digitalization of marketing and sales in the chemical B2B sector
  • Author
    Koehn, Rune
  • Is part of
    Journal of Business Chemistry, Issue Journal of Business Chemistry, page 63-70
  • Published
    2018
  • Annotation
    Section "Practitioner’s Section"
  • Language
    English
  • Document type
    Journal Article
  • URN
    urn:nbn:de:hbz:6-38129710379 
  • DOI
    10.17879/38129710162 
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  •  The document is publicly available on the WWW
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Abstract
  • Marketing and sales in the B2B chemical sector are slowly making their way into the digital era. Especially in Europe the development is inhibited, as long established firms set the tone by listening to their best customer only, relying on deeply embedded routines and processes, and fostering their fear of cannibalization. In this article, the author outlines the current structures of sales processes in the chemical industry and presents a promising perspective for its digitalization by pointing out the great potential of disruptive newcomers in the form of innovative startups free from constraints of high-ranking incumbents.
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