ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.

ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to 

Academic Event

2021 ISBM Academic Conference

NOTICE: Due to the global Covid-19 pandemic, the B2B Academic Conference was cancelled in 2020.  We will hold an Online Version of the Academic Conference in August 2021 and we plan to hold our regular Biennial Conference in 2022. 

The objective of the conference, as always, is to develop new ideas and new ways to address the pressing issues at the interface of the B2B academic communities; generate new research approaches and ideas; and to provide a forum for interaction amongst the world’s leading B2B researchers. 

Since we are conducting this event online this year, our format has been modified.  The conference will be broken up into two, 3 hour sessions conducted online (via Zoom).

Day 1 – Thursday, August 12

We will honor our new ISBM Fellows, Sundar Bharadwaj and Mark Houston and the 2021 Wilson-Sheth winners Wolfgang Ulaga and Werner Reinartz.  Each will give a presentation and will share their experiences and perspectives on B2B Marketing Research.

10:00 AM ET 

  • Welcome Stefan Wuyts, Director, ISBM

10:20 AM ET 

  • Induction of Research Fellow Sundar G. Bharadwaj 

11:05 AM ET 

  • Induction of Research Fellow Mark B. Houston

11:50 AM ET 

  • Introduction Sheth Foundation – Douglas Bowman 

12:00 PM ET 

  • Winners 2021 ISBM-David T. Wilson-Sheth Foundation Award – Wolfgang Ulaga and Werner J. Reinartz

12:50 PM ET 

  • Closure

Day 2 – Friday, August 13

Will include presentations and discussions by B2B scholars on cutting edge research insights and opportunities in B2B Marketing, foreshadowing themes that will be covered in the Second Edition of the Handbook of Business-to-Business Marketing.

10:00 – 11:00 AM ET 

Business Governance and Outsourcing

  • Business Models and B2B Governance ResearchØystein D. Fjeldstad and Kenneth H. Wathne
  • B2B Relationship Foundations of Outsourcing:  Evolution and Outlook – Rajan Varadarajan

11:00 AM – 12:00 PM ET 

Marketing Capabilities and Experimentation

  • Marketing Capabilities for B2B Firms – Neil A. Morgan, Rebecca J. Slotegraaf, and Hui Feng
  • Establishing Causality in B2B Research:  An Experimental Approach – Mahima Hada

12:00 – 1:00 PM ET 

Sales Force Performance and Pricing Analytics

  • Sales Force Performance:  A Typology and Future Research Priorities – Son K. Lam, Molly Ahearne, and Michael Ahearne
  • B2B Data-Driven and Value-based Pricing Strategies, Price Setting, and Price Execution – Sriram Venkataraman and J. Andrew Petersen

Conference Organizers

Conference Chairs:

J. Andrew Petersen
The Pennsylvania State University

Stefan Wuyts

The Pennsylvania State University

For More Information

Conference Administrator:

Lori Nicolini
Institute for the Study of Business Markets
The Pennsylvania State University
Phone:  814-863-4911


From: August 12, 2021 10:00 am
To: August 13, 2021 1:00 pm

Online via Zoom