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1. B2B e-commerce: how hard can it be? 20 challenges related to the B2B buying process
University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategiAbstract : This thesis addresses e-commerce in a B2B context through a participative case study at Ericsson AB. First, a literature review is conducted in which it is argued that previous academic work on B2B e-commerce can be divided into four main topics: consideration, adoption, implementation, and evaluation. READ MORE
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