Why buyers reject suppliers in the B2B IT sector - Buyer versus seller perspective
School of Business | Bachelor's thesis
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(Mikkeli) Bachelor’s Program in International Business
AbstractThe main objective of this study was to increase understanding of B2B IT sales. In particular, emphasis was on unsuccessful sales, and the buyer perspective. Research questions were formed around why buyers reject suppliers in the B2B IT sector. Nine sellers and eight buyers were interviewed utilising semi-structured interviews and the interview audios were recorded. The audio was transcribed to 160 pages of text and analysed with the Gioia methodology. The data was compared with a conceptual framework comprised from current literature. In the B2B IT sector, buyers reject suppliers due to an unsuitable solution, supplier uncertainty, nature of relationships, problematic decision-making, and rules and regulations. Some reasons for supplier rejections were related to the seller and supplier company, other factors were buyer-centric, while few were completely external to the counterparts who conduct business. Sellers must understand both business and technology to consult and communicate to buyers effectively.
Thesis advisorElo, Maria
information technology, IT, business-to-business, B2B, sales, selling, purchasing, failure