PurposeMethodology/approachFindingsResearch implicationsResearch implicationsOriginality/valueAs a source for enterprises to realize enhanced efficiency and attractiveness of management, the existing literature emphasizes the significance of adopting technology-driven products in innovation. Therefore, suppliers of technology-driven products are positioned to explore an increasingly receptive audience among the purchasers. However, the switching costs serve as the most important barriers the suppliers encounter that negatively affect the entry of the B2B market. To entry the market, the suppliers of technology-driven products should acquire the knowledge related to the switching costs while realizing the strategic aspects of how to mitigate the switching costs for purchasers. From the perspective of B2B relationships, although, there is a need to investigate the switching costs and the strategy that can assist in eradicating the negative influences of switching costs. Additionally, with the quantitative research techniques being adopted in the studies on the switching costs in B2B contexts, the qualitative research approaches have been ignored in the extant literature. Meanwhile, few studies only have used qualitative methods to analyze the switching costs. Furthermore, how technology-driven products suppliers mitigate switching costs has not been fully answered in the present studies. Hence, this paper attempts to employ qualitative analysis to address the following objectives: 1) exploring the switching costs that the purchasers considered to be critical when assuming switching to the suppliers of technology-driven products; 2) proposing strategic solutions that are useable for suppliers of technology-driven product for mitigating switching costs of purchasers in their market entry process. Consequently, the key research questions in this study are as follows: 1) when the pioneer suppliers are switched to the suppliers of technology-driven products, what are the switching costs for purchasers? 2) How do the suppliers of technology-driven products mitigate purchasers’ switching costs to enter the B2B market? Thus, these two questions can be answered and certain meaningful inferences can be derived by carrying out qualitative analysis.In this study, the grounded theory methodology (GTM) is employed as the research method to achieve the research goals. Using semi-structured in-depth interviews, this paper gathered the research data from participants. In 2023, based on either online or face-to-face interviews, 25 interviews are carried out with top managers in purchasers’ enterprises or suppliers of technology-driven products. Subsequently, the interviews were voice-recorded and transcribed verbatim, resulting in a total of 324,639 words. Further, NVivo software was used to analyze the data. The data analysis consists of three different phases: open coding process, axial coding process, and selective coding process.In order to address the two proposed research questions, the results of in-depth interviews were synthesized into 10 different themes: the purchasers’ switching costs in switching behavior and the strategic solutions that are useable for suppliers of technology-driven product for mitigating purchasers’ switching costs in the market entry process. Specifically, the five switching costs include setup costs, learning costs, perceived risks, inertia to the status quo and data security concerns. In addition, the five crucial strategic aspects of what suppliers can do to manage the switching costs to enter the market, include presenting product knowledge, demonstrating capabilities, evoking anxiety, offering privatization options, and managing relationships. Each theme carries different subthemes that can express the aspects of themes.Potential marginal contributions of this study are as follows. This study makes both practical and theoretical contributions. A theoretical contribution is made by offering an in-depth understanding of the switching costs that arise when purchasers assume switching to technology-driven products in B2B settings. Moreover, this paper has also put forward five different solutions that can assist the technology-driven suppliers to enter the market. Thus, the study implications add to the body of current knowledge on B2B switching behavior as well as switching costs. Besides, this paper also offers valuable information on the barriers to market entry theory. As a result, the factors that affect the switching decisions during the switching phase are explained in this study, which might further the theoretical research on market entry tactics in B2B settings.From the perspective of practical application, the study findings explore the switching costs that purchasers take into account while offering valuable insights into how the suppliers should respond to mitigate the switching costs for purchasers. In particular, this paper offers practical implications that can be used by the suppliers of technology-driven products to attract or retrieve the potential purchasers.This paper emphasizes conceptualizing and operationalizing the purchasers’ switching costs ranging from the initial consideration of switching. Likewise, this article puts forward different strategies that can be used by suppliers of technology-driven products to manage the switching costs in the B2B context. As a consequence, five different types of switching costs that affect the switching decision-making process of purchasers as well as five potential strategies for suppliers are outlined in this study. The frameworks of 10 different factors enable suppliers to eliminate the impact of switching costs while making entry into the B2B market. Hence, this article contributes to the extant studies on switching costs, technology-driven products, and strategies associated with B2B market entry. [ABSTRACT FROM AUTHOR]