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White Paper

Introducing the Business-To-Business Hierarchy of Needs

Written by Matthew Harrison & Catherine Firth

Based on over 2,000 studies looking at the needs of businesses, this article sets out to show that there is a hierarchy of needs in businesses which is very similar to the Hierarchy of Human Needs.

White Paper

A Marketing Strategy Built On Knowledge

Written by Paul Hague

A marketing strategy must be built on firm foundations of knowledge. In this white paper we present a checklist of questions (or an audit) that will help develop an effective marketing strategy.

White Paper

Comparing Apples to Pommes: Understanding and Accounting for Cultural Bias in Global B2B Research

Written by Conor Wilcock

As b2b research becomes more global, understanding and accounting for cultural bias in research findings is critical in ensuring the insights that emerge are real.

White Paper

2 Frameworks to Help You Understand Every B2B Decision Making Unit

Written by Matthew Harrison

Who should you target and which needs should you focus on? Here are 2 crucial frameworks to help you understand every B2B decision making unit.

White Paper

Value Marketing & Value Selling In B2B Markets

Written by Matthew Harrison

In response to increasing competition in many business-to-business markets, there is an acceptance that prices have to be reduced, margins squeezed and businesses less profitable. We at B2B International vehemently disagree with this view.

White Paper

Using the Focus Group in Market Research

Written by Carol-Ann Morgan

Focus groups are essentially group discussions which rely heavily on the interaction between group members and the relationship between the researcher and the respondents. Focus groups have been a dominant form of qualitative data collection in market research for more than 30 years.

White Paper

Rehearsing The Future – Making Better Strategic Decisions

Written by David Seaman and Liz Barnham

Before developing a strategy, organisations need to analyse and understand their environment, both as it is now and as it will be. The major focus of strategic decision-making is how best to ensure a fit between the organisation and its environment. However that fit is not static and the task is to look at likely changes in the future.

White Paper

Marketing and Selling to Chinese Businesses

Written by Matthew Harrison and Mark Hedley

The question of how to market and sell to companies based in China is one that is debated endlessly by foreign companies seeking to profit from the huge potential of the country. The aim of this paper is to explore the reasons behind both successful and unsuccessful marketing and sales approaches in China.

White Paper

Business-to-Business Market Research in China

Written by Matthew Harrison

The importance of China has had an impact across industries, and the market research industry is no different. The message for market research companies – there is now a serious and extensive requirement for information on Chinese business-to-business markets.

White Paper

Customer Satisfaction Surveys & Research: How to Measure Customer Satisfaction

Written by Paul Hague and Nick Hague

Satisfied customers usually return and buy more, they tell other people about their experiences, and they may well pay a premium for the privilege of doing business with a supplier they trust. Therefore, when we win a customer, we should hang on to them.

B2B International did a great job in what was a specialist and difficult study to bring clarity and useful recommendations.

Akzo Nobel

From implementation and analysis through to usefulness of the information provided, it was a very positive experience.