Last week the AMA Summer Academic Conference of the American Marketing Association took place in San Francisco. Janina Riether, PhD student at the Chair of B2B Marketing, Sales and Pricing of Prof. Homburg, received two “Best in Track Paper” Awards for her paper “Extended Reality in the B2B Customer Decision Journey”, awarded by the American Marketing Association. Congratulations on this outstanding and inspiring achievement.

Within the paper, Ms. Riether and her co-authors Prof. Robin-Christopher Ruhnau and Prof. Christian Homburg explore the use of Extended Reality (XR) technologies in B2B sales processes and how XR technologies lead to various customer and sales-oriented benefits along the B2B Customer Decision Journey. Finally, they explore the role of the biggest challenges and consistent remedies.

If you have any questions or are interested in applying XR technologies in B2B sales processes, please feel free to contact Janina Riether directly.