IMPORTANCE OF HUMAN RESOURCES AND EDUCATION IN DIGITAL B2B INSTRUMENTS IMPLEMENTATION

Abstract

The study aims to analyse the role of human resources and education in digital B2B
instruments implementation.
A major difficulty in launching B2B mobile communications lies in the age of participants
which complicates education of new technologies; this requires deep involvement of
companies’ field employees.
Information technologies are irreplaceable in terms of finding consumers with actual needs,
yet the human resources and the potential of individual communication should be connected.
The authors use field research (IDIs) and studies of open scientific sources. The comparative
analysis of the theory and the practical data allows building new knowledge in digital B2B
development.