B2C products and B2B usually focus on different markets (Kumar & Raheja, 2012). B2B usually allows greater customization from branding/packaging to service options as well as often greater emphasis on relationships (Kumar & Raheja, 2012). For example: the Microsoft Office product/service is slightly different for consumers versus businesses. Microsoft Office is available for consumers through Office 365 Home, Office 365 Personal, and Office 365 Home & Student 2019 while Microsoft Office is available for businesses through Office 365 Business, Office 365 Business Essentials, and Office 365 Business Premium. The variety of Microsoft Office applications and services available within each consumer tier is different than those that are available within each business tier.