# Seeds of demand-side legitimacy: when do existing companies procure from B2B startups?

> Research article (Journal of Business and Industrial Marketing, 2022) · cited 12× · AI/ML

**Wikidata**: [openalex:W4312240711](https://www.wikidata.org/wiki/openalex:W4312240711)  
**Source**: https://4ort.xyz/entity/seeds-of-demand-side-legitimacy-when-do-existing-companies-procure-from-b2b-startups