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Business hierarchy of needs

Date of publication: June 15, 2014

Catalogue: B2B Forum 2014: Leading-Edge Research For B2B Marketing Excellence

Company: Kadence International

Author: Owen Jenkins

Abstract:

A large part of B2B research aims to explore, understand and anticipate business motivations. Abraham Maslow proposed a ‘hierarchy of needs’ to explain human motivation. Is there an equivalent hierarchy for business?? The prime motivation for business is to make money. Money, therefore, is the 'foundation' of the pyramid. But what are the higher levels of needs, what replaces ‘esteem’ and belonging. Using his 20 years of experience in B2B research, Owen Jenkins suggests a hierarchy that will help you guide your own B2B research. He will also suggest the business equivalent to sex!!

Owen Jenkins

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Jenkins, O. (2014a, June 15). Business hierarchy of needs. ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/needs-of-a-telecom-operator