Year: 2026
Type: article
Abstract: The paper examines some risk assessment issues related to the distribution of innovative products in particular B2B markets.The products are sold on global markets and provide competitive advantage in terms of market leading.In the topic we have chosen, the primary source of risk is the customer themselves.Through a case study, we establish a connection between risk assessment processes and the customer relationship management.Based on research conducted on the flagship product of an American company, distributed through their Romanian branch, we present a risk identification model that establishes a link between the identified risk level and customer type, and it proposes a risk analysis algorithm based on these factors.We propose a multi-step analysis which evaluates risks that can be identified early in the technical documentation and quotation stages.
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7214509909