Changes in macroeconomic have a number of impacts on the B2B marketing process. Current Business to Business studies have evaluated factors, which drive seller/buyer relational exchanges in the markets. Nevertheless, the emphasis has primarily been on the customer, the supplier, and their interactions, but little focus has been put towards the effects of macro-factors on these relationships.

The aftermath is limited knowledge on complexities encompasses macro-environment, the manner which management of such complexities impact the B2B theory, practice, and how their management can yield the differentiation of B2B enterprises.

There is limited knowledge and an adequate view regarding the operation of B2B companies.

Changes in the macro-environment are both significant and uncontrollable. Some of these changes include social conditions, political and legal changes, technological advancements, civil war, and natural disasters. Some of the areas affected by these changes include strategies, technological prowess, decision making, and market performances. Thus, effecting changes.