What is the Outcome of Selling in Business Relationships?

Thomas Ritter, Jens Geersbro

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review


In a B2B context, interactions between buyers and sellers typically involve more than the transaction as firms develop business relationships of different kinds before, during and beyond the transactions. Beyond loosely coupled firms and weak ties, firms often take a relational approach to their customers and develop structural bonds. The inherent complexities of business relationships pose a major challenge for selling as such relationships can be considered an extra task for sales executives to deal with – and an extra investment for firms that try to develop business with new customers. In this conceptual paper, we isolate “selling” from “relating” and discuss theoretical and managerial implications of these two different but highly connected processes.
Original languageEnglish
Title of host publicationProceedings of the 6th International Conference on Business Market Management
EditorsAlexander Leischnig
Place of PublicationBamberg
PublisherUniversity of Bamberg Press
Publication date2013
Publication statusPublished - 2013
EventThe 6th International Conference on Business Market Management - Bamberg, Germany
Duration: 20 Jun 201322 Jun 2013
Conference number: 6


ConferenceThe 6th International Conference on Business Market Management
Internet address

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