Gautam Jha presented his research on 'Signaling customer attractiveness in digitalised B2B markets' at the Industrial Marketing Management (IMM) Regional conference in Warsaw
In collaboration with Prof Maria Holmlund-Rytkönen & Prof Christian Kowalkowski, the research explores how organisations can become more attractive partners in B2B relationships, and how signals, perceptions and experience shape engagement, commitment and value creation between firms.
It is also part of our wider research agenda around B2B customer experience, where we are looking beyond traditional customer journeys to understand how CX is implemented across complex business relationships and ecosystems.
