Should a B2B Firm Have a Customer on the Board of Directors? (Bommaraju et al.)
January 20, 2020
One way to gain insight into their customers’ needs is to invite customers to have a seat on the board of directors. Based on a sample of 329 B2B firms in S&P 900 firms over nine-year period (2007-2015), Bommaraju et al. (2019) concluded that having a customer on the board of directors enhances customer orientation of firms and provides unique insights, especially when demand uncertainty is high.
The following material is restricted to ISBM member companies. Please login to continue or learn more about becoming a member.