How small enterprises manage unexpected customer requests in B2B sales

Abstract

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.