In reality, B2B relationships might not play out the way classic theories suggest. UCLA Anderson’s Charles J. Corbett and University of Hamburg’s Lennart C. Johnsen and Guido Voigt study how a B2B buyer’s behavior can shift. Their experiments showed that buyers are more likely to pick contracts they think are more fair to the supplier and the buyer.
Other factors also affect their decisions and can lead buyers to select less-than-optimal contracts. Grow in your career by improving your management skills.