B2C2B is short for "Business-to-Consumer-to-Business"

B2C2B is short for "business-to-consumer-to-business" and defines the business relationship between a company and a private consumer, at the first step. This individual is so impressed by the product/service that he or she takes the product/service to the company where it can be purchased for all employees. The initial usage is usually free of charge for the private consumer, although the business usage will be fee-based of course.

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