Extended reality in business-to-business sales: performance implications, adoption drivers, and contingency effects

DOI:	https://doi.org/10.1177/00222429261443286
URL:	https://journals.sagepub.com/doi/10.1177/002224292...
Document Type:	Article
Year of publication Online:	2026
Date:	2 April 2026
The title of a journal, publication series:	Journal of Marketing : JM
Volume:	tba
Issue number:	tba
Place of publication:	Thousand Oaks, CA
Publishing house:	Sage Publishing
ISSN:	0022-2429 , 1547-7185
Publication language:	English
Institution:	Business School > Business-to-Business Marketing, Sales & Pricing (Homburg 1998-)
Subject:	000 Generalities

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BASE: Mettler, Janina ; Lanzrath, Aline ; Homburg, Christian

Google Scholar: Mettler, Janina ; Lanzrath, Aline ; Homburg, Christian

ORCID: Mettler, Janina ; Lanzrath, Aline

; Homburg, Christian

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