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Paper info: Redefining buyer-seller relationships for the blockchain era

Title


Redefining buyer-seller relationships for the blockchain era

Authors


Suresh C. Sood and
Hugh Pattinson
University of Western Sydney
Australia
Hugh Pattinson

Place of Publication


The paper was published at the 34th IMP-conference in Sri Lanka in 2018.

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Abstract


Blockchain technology is disrupting B2B marketing and sales activities. This paper outlines a case study based on a participant observation of a B2B organisation (TS) making extensive use of marketing automation (martech) and selling software to enterprise organisations. A 2020 scenario for TS streamlines business practice using blockchain technology infrastructure with Ricardian contracts and effectively generates a B2B “trustless” Internet. Beyond 2020 the blockchain implications suggest simplification of B2B interactions through no longer requiring the B2B salesforce and the creation of a human free environment beyond sales and including the automation of legal contract service. This paper opens a hitherto nascent stream of research and dialogue amongst marketing academics and practitioners on the emerging blockchain technology as part of a rich description of B2B activities in 2020 and beyond with significant implications for the future of autonomous (minimal human interaction) B2B sales and marketing.