OMNICHANNEL IN B2B DISTRIBUTION: MITIGATING CONFLICTS BETWEEN DIRECT SALES, E-COMMERCE, AND SALES REPRESENTATIVES
OMNICANALIDADE NA DISTRIBUIÇÃO B2B: MITIGANDO CONFLITOS ENTRE VENDA DIRETA, E-COMMERCE E REPRESENTANTES REGISTRO DOI: 10.69849/revistaft/dt10202602072010 Alcides Brandão dos Santos Júnior SUMMARY Digital transformation has reconfigured distribution channels in the B2B context, intensifying the adoption of e-commerce by manufacturers and increasing conflicts with sales representatives. These conflicts arise mainly from func […]
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