| Article ID | Journal | Published Year | Pages | File Type |
|---|---|---|---|---|
| 5111030 | Industrial Marketing Management | 2017 | 15 Pages |
Abstract
- 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.
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Marketing
Authors
Christine Falkenreck, Ralf Wagner,