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David Weinstein
Emeritus Professor of Marketing
Working Paper
The dollar amount of Business-to-Business (B2B) transactions on the web is large and growing. Retail trade on the web, is also growing but is estimated to be less than one-third the volume of B2B online transactions. Nevertheless, until now, most research on web transactions and interfaces has focused on the Business-to-Consumer (B2C) sector. Given the importance of the B2B sector, it is important to fully understand the needs of business customers. This research is the first attempt to focus solely on the needs of B2B website users using data collected through a nationwide online survey.