Content Library

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

McKinsey: A Global View of How Consumer Behavior is Changing Amid COVID-19

McKinsey has published about how COVID-19 is affecting consumer behavior in five main ways. Review their findings across 45 countries.

July 26, 2020

Which Problems to Solve With Blockchain Technology

Knowing how blockchain technology can support organizations’ strategies is important to avoid making costly investments – and to avoid missing out on valuable opportunities. In this article, Toppo Felin and Karim Lakhani describe the basic distributed digital ledger technology underlying blockchain. Next, the authors describe which types of problems can be solved with blockchain technology. Examples include payment for intellectual property rights, the establishment of historical ownership of tangible products, and the tracing of raw materials and components across the supply chain.

July 22, 2020

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