Summary
Despite a common assumption that globalization has homogenized buying behavior, buyers in different regions still purchase in their own ways. For example, buyers in the Asia Pacific region demand less pricing information than buyers in Europe but need more assistance to overcome price as a hurdle in their own buying group. Meanwhile, buyers in North America care less about global scale and prioritize addressing specific regulations. This report is one of a series focused on different segments of business buyers — including company size, personas, regions, and technology categories — offering guidance for sellers and marketers to better respond to buyer needs.
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