Kotaniemi, 2022 - Google Patents

Exploring B2B customer journeys: identifying barriers to purchasing a SaaS product online

Kotaniemi, 2022

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Document ID
17426979324235286657
Author
Kotaniemi J
Publication year

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Purchasing barriers in the B2B market in the subscription-model context is a subject that has not been widely studied, as most research focuses mainly on B2C settings and consumers' barriers to purchase. Although the subscription economy is a relatively new business model …
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