The Internet of Things - Chance and challenge in industrial business relationships

- We use a multi-method approach to outline and test an IoT Business-to-Business (B-to-B) marketing project in a cultural framework.
- Trust in manufacturer data safety and transfer is a key enabler for IoT dyadic data exchange.
- Chinese respondents' decisions on IoT projects are dominated by guanxi rather than by technical features or long-term orientation.
- Reciprocity of business relationships is important in Eastern Europe, the duration of the relationship is more important in Western Europe.