Business hierarchy of needs
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!!
- This could also be of interest