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The range of products and services that are traded on business-to business markets is very broad. It encompasses such heterogeneous goods as standardized software, machine tools, and power stations. Against this background of heterogeneity, the development of undifferentiated "one-for-all" marketing programmes is neither promising from the practitioner's perspective, nor consistent with an application-oriented approach in marketing science. Yet, at the same time, the pitfalls of overemphasizing the particularities of individual transactions, which lead to a lack of generalizability, are to be...

Simulations have reached new levels of precision as a result of the acceleration of progress in computing and processing power. The amount of data that can be processed and analyzed allows new methodological advances and inspires researchers across disciplines to ask new research questions. This volume identifies new areas of research in which computer-based simulations allow for results and conclusions that would not have been possible without them.