Are B2B decision makers more rational than their consumer counterparts?

Are B2B decision makers more rational than their consumer counterparts? This is a question I have been asked many times recently and one (at face value) for which I have a simple answer. “Yes”. But, if they are more rational than their consumer counterparts the critical questions to ask are “why” and “how does this … Continue reading “Are B2B decision makers more rational than their consumer counterparts?”