Content Library

How B2B Companies Can Win Back Customers They’ve Lost

Trends in the B2B world allow customers to continuously evaluate their relationships with their suppliers. Reacquiring lost customers can often be rewarding for B2B suppliers. The article outlines several customer reacquisition building blocks.

December 17, 2020

If Pandemic Productivity Is Up, Why Is Innovation Slowing Down?

The pandemic has caused a shift to remote work, which, surprisingly, has led to stable or increased productivity for many companies. However, many now suffer from decreased innovation, an issue that can be addressed with creative solutions that foster collaboration.

November 22, 2020

Is Your Marketing Organization Ready for What’s Next?

The ever-changing social, economic, and public health landscape has made marketing a more complex discipline than ever before. Rodríguez-Vilá, Bharadwaj, Morgan, and Mitra (2020) use extensive surveying and interviewing methods to better understand how marketers have traditionally attempted to transform their organizations in evolving landscapes.

November 2, 2020

Modern Business Models

This article, focusing on AI, platforms, and network effects, distinguishes between products that are “like air” (that one needs continuously and is critical for survival) versus “like hair cuts” (that one needs only once in a while and can do without). The authors describe the notion of a ‘modern business model’, and demonstrates how these companies are more resilient.

August 31, 2020

The Digital Transformation of Buyer/Supplier Dynamics

Our own Stefan Wuyts – Director of the ISBM and Full Professor of Marketing – was recently interviewed by PYMNTS.com on digitalization. The interview covers online platforms, buying groups, and the future (if any) of tradeshows. Whatever the future holds – the B2B buying process will be very different in the future.

August 28, 2020

Challenging Organizational Assumptions

Assumptions are a barrier to new thinking or new solutions though – and that makes assumptions ineffective. How can an organization uncover – and, more important – challenge its assumptions? It is a necessary process, as untested assumptions may lead decision making astray.

August 17, 2020

Customer Service in an Uncertain World

The level of trust in the government, organizations, traditional and social media has never been lower. As a result, when interacting with customer service representatives, customers may be emotionally charged. Research in language use in service interactions may help to build customer trust and confidence even in these uncertain times.

August 14, 2020

Leading Diversity: Listening and Learning Come Before Strategy

This episode of the Knowledge@Wharton podcast deals with diversity. It offers interesting interview with Rohini Anand – former senior vice president of corporate responsibility and global chief diversity officer at Sodexo. At the other side of the table we hear Stephanie Creary – Wharton management professor specialized in identity and diversity.

August 9, 2020

How More Accessible Information Is Forcing B2B Sales to Adapt

B2B buyers are not longer “information seekers” but have become “super experts”. This Harvard Business Review article explains how B2B sellers need to align their selling approach to the buyer who is increasingly independent and highly informed. Smart sellers will find a solution that is consistent yet customized.

July 31, 2020

Negotiating Without a Table

An in-depth look at how to approach negotiating when you aren’t sitting across a table from your counter part. What is the impact of ‘e-negotiating’? What is the best virtual platform to choose? What are the psychological implications and risks to avoid?

July 27, 2020

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