TY  - JOUR
AB  - 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.
AU  - Koehn, Rune
DA  - 2018
DO  - 10.17879/38129710162
LA  - eng
IS  - Journal of Business Chemistry
M2  - 63
N1  - Section "Practitioner’s Section"
PY  - 2018
SP  - 63-70
T2  - Journal of Business Chemistry
TI  - The digitalization of marketing and sales in the chemical B2B sector
UR  - https://nbn-resolving.org/urn:nbn:de:hbz:6-38129710379
Y2  - 2024-11-22T09:32:02
ER  -