Darden Professor Thomas Steenburgh and co-author Michael Ahearne discuss how salespeople and companies can better sell new products business to business.
Feed the Future Partnering for Innovation, a USAID-funded program, and Popoyán, a Guatemalan agribusiness, partnered to commercialize a line of biological products for smallholder farmers in Guatemala.
What are the new best practices for selling innovative, hi-tech products? Researchers Tom Steenburgh, professor at the Darden School, and Michael Ahearne, professor at the University of Houston, share evidence-based best practices.
