Co-creation in B2B AI sales: buyers’ perspectives from a mixed-method study

For your marketing

Possible founder application

Treat this as evidence for the specific b2b growth and sales question studied. Compare the setting and sample to your company before changing a growth decision; use a local experiment where the paper does not match your context.

Reported result

What the study found

Buyer engagement depends on supplier-selection criteria, buyer role/readiness and project-specific factors; positive prior attitudes, perceived value and willingness predict co-creation intention.

Research question

What the authors investigated

How can co-creation be integrated into the B2B AI sales funnel, and what makes industrial buyers willing to co-create?

Design

Sequential mixed methods: case study of a manufacturing startup’s real-world sales process; in-depth buyer interviews with thematic analysis; then a second-stage quantitative test of the framework.

Sample and setting

Industrial buyers involved with a manufacturing startup; the accessible abstract does not give the quantitative-stage n.

Scope and transfer

Limitations to keep in view

The accessible publisher record does not state sample sizes or detailed limitations for the quantitative stage; editorial review required before library inclusion.

Research sources

Publisher DOI record and accessible article/abstract directly support the bibliographic record and the summary fields; editorial review remains appropriate for duplicate checking against the unseen 300-study library. Correction notices were not separately verified in this collection; consult the current publisher record before applying the findings.