New research partnership to shine light on B2B sector

London eye 3Applegate, the online business marketplace, has announced a new research partnership with Brunel Business School’s Centre for Research in Marketing (CREAM).

The purpose of the partnership is to undertake research that will expand and enhance the knowledge and insight available to business leaders and academics, with a view to promoting understanding of the factors that control B2B company behaviour, contributing to successful strategies of business-building.

Applegate LogoApplegate is the UK’s single largest online source of information on B2B companies, their products and services, with 412,000 companies and 16 million products available to view on applegate.co.uk. Founded in 1996, Applegate’s mission is to help businesses achieve visibility in an online environment that regularly attracts half a million business buyers.

The Business-to-Business sector is dominated by small- and medium-sized Enterprises (SMEs), with 97% of companies having fewer than 100 employees. This is the entrepreneurial heart of the economy. By shining a light on behaviours at a business and an individual level, the partnership aims to produce data and analysis that will help leaders of these businesses with strategy formation.

Neil Tweedie, Director of Product Development at Applegate, talks to SME business owners and managers on a regular basis.

These guys are really busy,” he says, “often too busy with the day-to-day to step back and take a strategic view of their marketplace and opportunities. This project is about providing them with a more insightful market view to help inform their decision-making.

The partnership with BBS hopes to publish first research findings before the end of the year.

More information

Dorothy Yen – Tel: 01895 267318 – Dorothy.yen@brunel.ac.uk
Neil Tweedie – Tel: 0845 600 7177 – neil.tweedie@applegate.co.uk

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