Digital, Decentralized Supply Chain and Its Implication for B2B Marketing

Abstract

This chapter discusses the possible effects of decentralized, digital supply chains on B2B marketing. Traditional buying and selling functions will change once large organizations decide to procure from digital platforms. Using the case study of medikabazaar.com, an Indian start-up, the chapter shows that while medical supply purchase will become decentralized, digital platforms will create a new centralization of suppliers and have a significant impact on industrial buying particularly for high value medical equipment purchase in small towns or small hospitals. Organizational buying process will be impacted and companies that choose to supply products directly to hospitals will have to change their marketing strategy suitably.