Digital human touch

B2B sales in need of research

The ever increasing customer demands, digitalization, and ecosystems surrounding companies are radically changing how successful BtoB sales is carried out. What is the role of leadership, interaction, emotions and attitudes in this change – what will change, what will stay and how do we create value and success in the future?

Sales Research Platform

The aim of our research group is to build research-based understanding e.g. on the following wider topics: how human and digital strengths can be optimally aligned in B2B sales, what kind of leadership will generate successful sales and how value is created even in complex ecosystems.