James A. Narus
Skip to content
The Insightful Leader Live: Drive Smarter Adoption with the 3 As of AI | Register
A magazine of research and ideas from the
faculty of the Kellogg School of Management

James A. Narus

Finding the Right Justifiers

In B2B sales, suppliers and purchasers can work together to streamline nonstrategic purchasing for the good of both parties.

Researchers: James C. Anderson, James A. Narus and Marc Wouters

July 7, 2014

Strategy

About Us Faculty & Research
2211 Campus Drive, Evanston, IL 60208
insight@kellogg.northwestern.edu
LinkedIn LinkedIn Substack Substack Substack RSS
© Kellogg School of Management, Northwestern
University. All Rights Reserved. Privacy Policy.