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 

B2B Pulse: Content Library

The ISBM Pulse content library contains archived copies of previous member meeting presentations, webinars, courses, articles/reports, and a multitude of other knowledge. This material is freely available for our ISBM members.

  • Category

  • Topics

All Archives by Month
chain

Competing Along the Value Chain in B2B2C (Jeff Bennett)

B2B companies frequently sell along complex value chains with multiple influencers and decision-makers. Too often, they can lose focus on the fact that there is ultimately a consumer or end-user at the end of that chain. With business models and competitors evolving, it is more important than ever that B2B companies expand their definition of ‘customer’ and understand the needs of this consumer. This presentation covers a set of concepts and practical frameworks that can help B2B companies address these issues. Several relevant case studies are presented.

Read More »
chess pieces

B2B2C Market Segmentation (Robert Thomas)

A common complaint among firms is that B2B market segmentation does not really work that well. A possible reason may be that true market segmentation does not stop with one’s direct customer but should also include the customer’s customer and so on in a multi-level B2B2C market segmentation structure. A B2B2C market segmentation alignment may lead to innovative positioning, as well as, creative message levers for the sales force to use as an argument to gain advantage according to strategically aligned segment needs. Case studies will illustrate this approach.

Read More »
stories matter

Building an Insights Culture in B2B2C (Matthew Rudd)

Many B2B suppliers are seeking the benefits of being more market-driven to aid both product innovation and commercial engagement for their consumer-driven customers.  This presentation is about how Lubrizol is developing an Insights culture and capability through a pragmatic approach, focused on selling and storytelling.

Read More »

Creating a Culture of Unrelenting Innovation (Gerard Tellis)

Highly innovative and dominant incumbents frequently stumble or fail in today’s markets. Examples include Nokia, Blackberry, GE, GM, Sears, HP, Sony. Gerard Tellis and his colleagues have identified the culture of the organization as a major discriminator between failure vs unrelenting innovation and success.  This presentation will cover the six dimensions of culture and provide a metric by which firms can gauge themselves and benchmark against rivals in the market.

Read More »