THE INSTITUTE DIFFERENCE

OUR CUSTOMIZED CURRICULUM.
YOUR PATH TO PROFITABLE GROWTH.
At our heart, we are an academic research institute. It’s why we were created – to advance the practice of B2B sales and marketing through the development and dissemination of rigorous research. Our world-class academics are trained to challenge the status quo, investigate accepted norms, and apply data and functional knowledge to complex B2B problems. Our academics go beyond best practice to next practice, leading the charge as they seek solutions for future challenges.

HOW WE DO IT

The Institute for the Study of Business Markets advances research in three ways:
  • We issue research grants. As of 2017, the Institute has made more than 300+ grants totaling in excess of $10M.
  • We fund Institute-led research, which is often defined by practice and based on their most pressing needs.
  • We pair up academics with companies interested in spearheading new research. By participating in academic research, companies get the world’s best mind power working with them to solve B2B problems that deliver a competitive advantage.

WHO WE ARE

  • Our Fellows – primarily academics with strong track records in business consulting around the globe as well as extensive teaching and publishing activities – are available for brief and focused no-cost consultations arranged through the Institute. Let’s get to know a few of them.

  • GEORGE DAY

    George Day

    Geoffrey T. Boisi Professor Emeritus, Marketing Department, Wharton School of the University of Pennsylvania

    KNOWN FOR

    Being a global leader on B2B competitive strategy in global markets and new product development and strategy.

  • ABBIE GRIFFIN

    Royal L. Garff Presidential Chair in Marketing at the David Eccles School of Business at the University of Utah; Presidential Professor, Marketing Department

    KNOWN FOR

    Measuring and improving the B2B innovation process and the developer of Voice of the Customer.

  • BERNIE JAWORSKI

    Drucker Chair in Management and the Liberal Arts, Claremont Graduate School

    KNOWN FOR

    (With Fellow Ajay Kohli) developing the concept, measurement and importance of Market Orientation.

  • V. KUMAR

    Regents Professor; Richard and Susan Lenny Distinguished Chair in Marketing, Georgia State University

    KNOWN FOR

    Extensive work on conceptualizing and measuring Customer Lifetime Value and Customer Engagement more generally.

  • GARY LILIEN

    GARY LILIEN
    Distinguished Research Professor of Management Science; Co-Founder and Research Director, Institute for the Study of Business Markets

    KNOWN FOR

    Global academic leadership in B2B, Implementation of Analytics and B2B Segmentation.

SPOTLIGHT

Here is a spotlight of some of our Fellows’ current work.

From the March 2017 Issue of the Journal of Marketing*:
What to Do When a Sales Rep Leaves?

 

When a sales representative (rep) leaves a B2B firm, the firm must reassign the rep’s customers to different sales reps (either existing reps or new hires) to minimize the loss of sales following the rep’s departure. In this research, in partnership with an Institute member, the authors show that sales rep departures lead to 13.2%–17.6% losses in annual sales and that new hires are less effective than existing sales reps in mitigating sales losses. Existing sales reps who have similar industry experience to those who they are replacing are significantly better at mitigating losses than those without such similar experience. However, high performing sales reps do not exhibit greater efficacy for mitigating sales losses than do average or low-performing sales reps. The authors show how best to (a) estimate the economic consequences of losing a sales rep and (b) how best to reassign customers to new and existing sales reps when a departure takes place.

INSTITUTE-LED RESEARCH PROGRAMS

The Institute is focused on three exciting research programs, which are defined and driven largely by practice. We welcome and encourage companies’ participation in these programs.

LEVERAGE DIGITAL TO DRIVE INNOVATION IN B2B

How can B2B organizations use digital to access downstream customers to improve the innovation process?

THE MARKETING AND SALES RELATIONSHIP IN THE DIGITAL AGE

How has the dawn of analytics changed the relationship between marketing and sales teams?

DISTRIBUTION CHANNEL

How can manufacturers and distributors collaborate better for mutual growth and profitability?

OUR NEWSLETTER

The Institute’s academic newsletter communicates with and connects to academic and PhD students around the world who share an interest in B2B. We actively seek the contributions from engaged readers around the world.

 

View Latest Issue

INSTITUTE PHD
SEMINAR SERIES

The ISBM PhD Seminar Series (IPSS) offers a range of short, PhD-level seminars in B2B Marketing. The Institute typically offers 4 such courses each year, open to qualified PhD students around the world.

DOCTORAL
COMPETITION

Each year, the Institute holds a global doctoral dissertation support award competition. Since its inception in 1990, the ISBM has supported 94 competition winners from universities around the world.

B2B HANDBOOK

The B2B Handbook contains 38 chapters, each of which lays out what is known about that aspect of B2B, what that knowledge means to practitioners and what key research issues lie ahead for the field. Edited by Fellows and ISBM Professors Gary Lilien and Raj Grewal, it’s the definitive treatment of the leading edge of B2B.

 

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