Residual word power : The benefits of word-of-mouth on B2B performance

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings Word of mouth reviews are still critically relevant to everyone involved in sales, even B2B suppliers. Digital sales channels should be utilized in order to collect word of mouth reviews in order to bolster the numbers of quotes received and the connected boost in business. Originality/value The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.