Gartner Research

Small Business Research: Employees’ Influence in Purchasing

Published: 19 March 2018

ID: G00388294

Analyst(s): Marketing to Small Business Research Team

Summary

In this research, we answer the question "What role do employees of small businesses play in influencing purchase decisions?" Employees’ influencing power is nearly equal to that of other external professionals and far greater than that of personal influencers, such as friends and family.

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