2020 在BETA工作：新兴的B2B决策者 - GWI（英文版）.pdf

1、Compendium Work in BETA: The Rising B2B Decision Makers By Lucie Greene and Jason Mander Table of Contents 02 FOREWORD 14 WORK IN BETA: DATA ANALYSIS BY JASON MANDER 45 T IN BETA 04 ABOUT THE AUTHORS 15 B IN BETA 61 A IN BETA 76 METHODOLOGY AND SAMPLE 78 RESEARCH PARTNERS 07 INTRODUCING THE BETAS BY

2、 LUCIE GREENE 70 RECOMMENDATIONS 72 GLOBAL SNAPSHOT 29 E IN BETA 2020 is a year of inflection; the pandemic, social justice, remote working and the influence of technology on work and society have created challenges and opportunities politically, economically, socially, commercially and professional

3、ly. To paraphrase Darwin, those who prosper and survive will be those who can best manage change. The current millennium has seen the acceleration of change driven by ubiquitous bandwidth and new devices and platforms that catalyzed consumer-led change in categories as diverse as grocery, media, ret

4、ail, travel and financial services. Consumers send signals through their digital interactions and business responses; products and services iterate in areas as diverse as design, product and distribution. Whats true in consumer marketing is true in Business to Business marketing. With our partners G

5、WI and forecaster Lucie Greene, we undertook a landmark study of the changing behaviors and attitudes of 17,000 knowledge workers in ten markets focusing specifically on those aged 21 to 40. These are the professional cohort who will influence the structure and behavior of enterprises most in a worl

6、d altered by the Covid-19 pandemic, and they represent an evolving notion of what professional identity means in this new environment. The study is a scaled global snapshot of business at a time of dislocation, when speculation about a new normal is just that speculation. There are some certainties