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Keywords: Iteration
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Journal Articles
Journal of Business & Industrial Marketing (2026) 41 (6): 785–799.
Published: 26 February 2026
...-creation within the B2B sales funnel as a means to enhance interaction between buyers and sellers. It proposes a framework that enables co-creation in the B2B sales process by fostering iterative collaboration between buyers and suppliers in the context of AI technology. This research explores how buyers...
