{"id":12078,"date":"2019-10-29T17:02:20","date_gmt":"2019-10-29T17:02:20","guid":{"rendered":"https:\/\/www.sisinternational.com\/harnessing-perceptions-in-b2b-markets\/"},"modified":"2026-01-27T15:24:09","modified_gmt":"2026-01-27T20:24:09","slug":"sfruttare-le-percezioni-nei-mercati-b2b","status":"publish","type":"post","link":"https:\/\/www.sisinternational.com\/it\/sfruttare-le-percezioni-nei-mercati-b2b\/","title":{"rendered":"Ricerca di mercato delle parti interessate B2B"},"content":{"rendered":"<figure class=\"gb-block-image gb-block-image-e0022755\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-e0022755\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/B2Bjpg-3.jpg\" alt=\"Ricerca e strategia di mercato internazionale SIS\" title=\"B2Bjpg (3)\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/B2Bjpg-3.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/B2Bjpg-3-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/B2Bjpg-3-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/B2Bjpg-3-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/B2Bjpg-3-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\"><\/figure>\n\n\n\n<p><\/p>\n\n\n<h2>I mercati business-to-business spesso non colgono l\u2019importanza dell\u2019opinione e della percezione tra le parti interessate B2B.<\/h2>\n<p>Understanding perception is crucial as it impacts investment decisions, the willingness of supply chain stakeholders to work together and countless daily activities dependent on having consistent perceptions.\u00a0 In today&#8217;s B2B markets, perceptions are enhanced, developed, and sustained through the following channels.<\/p>\n<ul>\n<li><strong>Siti commerciali e di notizie B2B<\/strong><\/li>\n<li><strong>Viaggi e conferenze<\/strong><\/li>\n<li><strong>Blog e bacheche B2B<\/strong><\/li>\n<li><strong>Social networking B2B<\/strong><\/li>\n<li><strong>Mezzi virali<\/strong><\/li>\n<li><strong>Conformit\u00e0<\/strong><\/li>\n<li><strong>Cultura<\/strong><\/li>\n<li><strong>Influencer, Key Opinion Leader e Leader referenziali<\/strong><\/li>\n<\/ul>\n<h2>Referential leaders are stakeholders with significant relevance on an individual\u2019s evaluations, aspirations, or behavior.<\/h2>\n<p>Nei mercati B2B, questo potrebbe essere composto da opinion leader chiave, superiori sul lavoro, autori del settore e altri. Hanno potenti forme di persuasione e &quot;potere&quot;, incluso<\/p>\n<ul>\n<li><strong>Potere informativo:<\/strong> A person who has access to elusive information can influence<\/li>\n<li><strong>Potere degli esperti:<\/strong> An expert\u2019s recommendation can influence<\/li>\n<li><strong>Potere della ricompensa:<\/strong> A person\u2019s ability to reward (such as a promotion or social approval) can influence<\/li>\n<li><strong>Potere di riferimento:<\/strong> A mere recommendation can influence<\/li>\n<\/ul>\n<p>Il grado di influenza dei leader di riferimento varia insieme all&#039;impatto di tali leader sugli stakeholder che influenzano la percezione di un marchio. Nel determinare l\u2019impatto degli influencer, SIS International in genere esplora quanto segue:<\/p>\n<ul>\n<li><strong>Portata di mercato<\/strong> \u2013 il numero di persone con cui un individuo ha la capacit\u00e0 di connettersi.<\/li>\n<li><strong>Qualit\u00e0 dell&#039;impatto<\/strong> \u2013 la stima nella quale sono tenuti i punti di vista e le opinioni di un individuo.<\/li>\n<li><strong>Frequenza dell&#039;impatto<\/strong> \u2013 il numero di opportunit\u00e0 che un individuo ha per influenzare le decisioni di acquisto.<\/li>\n<li><strong>Vicinanza alla decisione<\/strong> \u2013 quanto un individuo \u00e8 vicino al decisore.<\/li>\n<li><strong>Credibilit\u00e0 della fonte<\/strong> \u2013 quanti dubbi restano nella mente.<\/li>\n<\/ul>\n<h2>Differenze culturali<\/h2>\n<p>When dealing with perception, it is often helpful for companies to understand not only what the perceptions are, but also what they are based on. \u00a0Building on this idea, it is further helpful to understand how perceptions are diffused within a group of stakeholders. Depending on the culture, perceptions are derived from the following forms of knowledge:<\/p>\n<ul>\n<li>Influenza da una fonte rispettata<\/li>\n<li>Esperienza personale<\/li>\n<li>Intuizione<\/li>\n<li>Evidenza empirica<\/li>\n<\/ul>\n<p>While for example, Germans and US Americans tend to culturally regard empirical knowledge as the most important form of insight, Brazilians may attribute more credibility to a \u201creferential leader\u201d such as a respected person.\u00a0\u00a0Applying this insight to a <a href=\"https:\/\/www.sisinternational.com\/it\/casi-studio\/\" title=\"Casi studio\"  data-wpil-monitor-id=\"8105\">market research study<\/a>, it could mean crafting a flexible research design that can elicit core insights on how perceptions are diffused within each country.\u00a0 For example, in Mexico, a <a href=\"https:\/\/www.sisinternational.com\/it\/competenza\/industrie\/soluzioni-per-ricerche-di-mercato-nel-settore-sanitario\/\" title=\"Societ\u00e0 di ricerche di mercato nel settore sanitario\"  data-wpil-monitor-id=\"8106\">market research firm<\/a> can focus on how stakeholders build perceptions, be it through intuition, personal experience, influencers, or empirical information.\u00a0\u00a0<a href=\"https:\/\/www.sisinternational.com\/it\/copertura\/europa\/ricerche-di-mercato-liverpool-regno-unito\/\" title=\"Ricerche di mercato a Liverpool | Focus group e raccolta dati nel Regno Unito\"  data-wpil-monitor-id=\"8107\">Research firms can incorporate into their data<\/a> gathering approach how the 4 forms of knowledge contribute to the diffusion of perceptions.<\/p>\n<h2>In definitiva, ci si aspetta che gli opinion leader chiave in grado di modellare le percezioni condividano le seguenti qualit\u00e0:<\/h2>\n<ul>\n<li>Coinvolto<\/li>\n<li>Collegato<\/li>\n<li>Influente<\/li>\n<li>Scelto da altri<\/li>\n<li>Trendsetter<\/li>\n<\/ul>\n<p>By understanding and harnessing these notions, <a href=\"https:\/\/www.sisinternational.com\/it\/complessita-del-marketing-b2b\/\" title=\"Cos\u2019\u00e8 il marketing B2B?\"  data-wpil-monitor-id=\"7344\">marketers can better interact with their B2B<\/a> stakeholders.<\/p>\n<p>\u00a0<\/p>","protected":false},"excerpt":{"rendered":"<p>Business-to-Business Markets often miss the importance of opinion and perception among B2B stakeholders. Understanding perception is crucial as it impacts investment decisions, the willingness of supply chain stakeholders to work together and countless daily activities dependent on having consistent perceptions.\u00a0 In today&#8217;s B2B markets, perceptions are enhanced, developed, and sustained through the following channels. B2B &#8230; <a title=\"Ricerca di mercato delle parti interessate B2B\" class=\"read-more\" href=\"https:\/\/www.sisinternational.com\/it\/sfruttare-le-percezioni-nei-mercati-b2b\/\" aria-label=\"Per saperne di pi\u00f9 su B2B Stakeholder Market Research\">Leggi tutto<\/a><\/p>","protected":false},"author":1,"featured_media":62381,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[296],"tags":[],"class_list":["post-12078","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding-thought-leadership","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-50"],"_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/it\/wp-json\/wp\/v2\/posts\/12078","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/it\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sisinternational.com\/it\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/it\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/it\/wp-json\/wp\/v2\/comments?post=12078"}],"version-history":[{"count":5,"href":"https:\/\/www.sisinternational.com\/it\/wp-json\/wp\/v2\/posts\/12078\/revisions"}],"predecessor-version":[{"id":81364,"href":"https:\/\/www.sisinternational.com\/it\/wp-json\/wp\/v2\/posts\/12078\/revisions\/81364"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/it\/wp-json\/wp\/v2\/media\/62381"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/it\/wp-json\/wp\/v2\/media?parent=12078"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sisinternational.com\/it\/wp-json\/wp\/v2\/categories?post=12078"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sisinternational.com\/it\/wp-json\/wp\/v2\/tags?post=12078"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}