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
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.
In business markets, the impact of advertising can have a long-run impact on the purchasing of new products.
Although B2B marketing expenditures are expected to continue to grow over the next five years, the ways in which firms intend to spend their budgets vary significantly.
Leading companies producing complex and innovative cyber-physical products follow a three-phased process.
Although most firms strive to receive positive customer references, the elements within each reference can drastically change their impact on firm value.
Although effective customer journey management can increase firm performance, how it is achieved can be costly.
Although horizontal referrals are common in B2B industries, managers must consider several different factors to increase their chances of receiving the best possible referral from a supplier.
With the rise of group purchasing organizations, determining the optimal relationship between buyers and sellers has become an even greater challenge.
Following socially irresponsible behaviors, firms must carefully select what type of CSR efforts to engage in.
In interfirm relationships, the identity orientation of each party can impact what type of governance is the most effective.
While garnering favorable customer reactions following offerings is critical, the role of human or AI agents as the deliverers of offering information could prove to be a deciding factor.
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