Digital Transformation in B2B Sales –differences and best practices in three different European countries

Stefan Wengler, Margarethe Überwimmer, Pia Hautamäki, Gabriele Hildmann, Ulrich Vossebein, Robert Füreder

Research output: Chapter in Book/Report/Conference proceedingsConference contributionpeer-review


There has been an increasing discussion around B2B sales and the need for its digital transformation as it may strongly accelerate company’s performance. Because sales is an essential element of business growth, it is important to study B2B sales and the level of digital transformation on a country-specific level. For this purpose, we studied the role of digital transformation in three different countries from the sales organization’s perspective. Our qualitative preliminary findings show that the European Union’s classifications on digitalization of European countries do not correlate with the companies’ digital transformation of their sales operations in these countries.
Original languageEnglish
Title of host publicationProceedings Cross-Cultural Business Conference 2020
PublisherShaker Verlag
ISBN (Print)978-3-8440-7301-0
Publication statusPublished - 2020
EventCross-Cultural Business Conference 2020 - Steyr, Austria
Duration: 14 May 202014 May 2020


ConferenceCross-Cultural Business Conference 2020
Internet address


  • B2B Sales
  • Digitalization
  • Digital transformation


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