Reciprocity tends to simplify B2B buying behavior for new suppliers who are trying to compete with preferred vendors.

Question

Quizplus · Accepted Answer

Reciprocity refers to the practice of mutual exchange of favors or privileges. In the context of B2B buying behavior, it means that businesses are more likely to purchase from their preferred vendors as a way of reciprocating the loyalty, special treatment, or other benefits provided by those vendors. This can make it difficult for new suppliers to break into the market and compete with established vendors. Therefore, reciprocity does not simplify B2B buying behavior for new suppliers; instead, it may create a barrier to entry.

Reciprocity Tends to Simplify B2B Buying Behavior for New Suppliers