How small enterprises manage unexpected customer requests in B2B sales

Abstract

<div lang="en" class="abs"><p class="abs_header">Abstract</p><p>This article analyses upstream supply chain practices in small enterprises to determine how firms manage unexpected customer requests in business-to-business (B2B) sales situations. A small company’s offer often fails to satisfactorily meet a customer’s needs in B2B sales situations. In such situations, an upstream supply chain network plays an important role in advancing B2B sales negotiations. The selection of a new supplier is crucial if the existing supplier network is not able to respond within an acceptable amount of time. In small firms, well-managed supplier networks can ensure fast delivery. Selecting a new supplier during sales negotiation could be risky; however, potential risks could be mitigated by having a core group of suppliers who can expeditiously fulfil requests.</p></div>