Research Mission and Overview

The mission of the Institute is to play a leadership role in advancing the theory and practice of business-to-business (industrial) marketing, and to advance business marketing as a specialized field within the broader marketing discipline. To this end, the Institute supports publishable academic research by providing: •    expense funding •    access to cooperating firms (as research partners/sites) The Institute favors research that can either be directly applied to business marketing strategies and practices, or that can lead to a better understanding of key business-to-business marketing phenomena. The Institute is currently focused on three main domains that have emerged from the B2B Agenda:

  1. The B2B Marketing-Innovation Link,
  2. B2B Buying Behavior and
  3. B2B Analytics.

The Institute also supports the development of pedagogic material that can directly improve the teaching and practice of business-to-business marketing. In addition the Institute sponsors a biennial academic conference, a biennial PhD camp, periodic special interest workshops, a series of PhD seminars (IPSS—ISBM PhD Seminar Series) available to B2B PhD students globally, and publishes a Research Newsletter three times a year. To access the full range of material available to academics on the website, please login, using your academic username and password. If you are an academic and do not have a username and password, please register here.

Research Funding

The ISBM supports both faculty members and doctoral (PhD) students in funding their B2B Research.  Two ways to request funding are: Research Proposal Funding – The expectation is that most principal investigators will be full-time faculty. The ISBM accepts proposals at any time during the year from faculty members. Doctoral Awards Competition – PhD students may enter this annual competition in order to fund their research.  This competition has an entry deadline of September 15th each year.  Consideration is rarely given to proposals from PhD students at other times of the year. Preliminary proposals should be attachments of one to three pages in length, double-spaced. Include with the proposal the vitae of all of the researchers on the project. If funding is approved, the researcher will be notified of the amounts of funds the ISBM will provide and all researchers on the project will need to enter into and agreement with The Pennsylvania State University (ISBM) to receive funding.

Research Priorities

ISBM’s B2B Agenda has identified three areas that will be the ISBM’s highest research priority programs for the foreseeable future–(1) Marketing’s Role in B2B Innovation (2) B2B Buying Behavior and (3) B2B Customer Analytics–described below

1. Marketing’s Role in B2B Innovation

Program Director:  Raji Srinivasan  This theme, the most highly cited issue in the B2B Agenda, includes three focused sub-areas:

  1. Taking B2B innovation beyond the product and beyond the lab: With the growing recognition that innovation can fruitfully take more forms than that involving traditional NPD processes, what nontraditional processes are needed or are most effective in B2B markets?
  2. Ideation in B2B: tapping customers and non-experts for fresh ideas: How can research determine how to better understand B2B customer needs and better involve customers in the innovation process.
  3. The interface of innovation with marketing and sales: How can research determine the most appropriate role for the salesforce in the innovation and new product development process in B2B organizations?

2. B2B Buying Behavior

Program Director:  Raj Grewal While buying patterns are evolving greatly, our knowledge and models have not kept up with changing market conditions, new buying practices (e.g., in emerging global markets), influencing factors such as new technologies/social media and cross-industry differences. We need new insights and an up-to-date taxonomy as a foundation for future research and practice development.   Our key priorities include:

  1. Evolution of the Buying Process:  To what extent is extant knowledge on buying centers and buyer behaviors still valid? How does the emergence of B2B electronic commerce and global purchasing practices impact that typology or are new typologies needed?
  2. Geographic/Cultural Differences in the Buying Process: How do theories of buying centers and buyer behaviors differ across countries and what factors drive these differences?
  3. Sales Force Management and Behavior: Changes in B2B buying require that B2B selling strategies adapt. The emergence of solution selling and global key account management practices require more adaptive sales teams. How should one study these new types of sales teams?
  4. The Customer Experience: B2B customers increasingly search for information and seek solutions online for their firms in a fashion similar to the way they shop for themselves. How does one conceptualize and assess the changing nature of customer experience in business market and how does the customer experience change with buying situations and buying roles?

3. B2B Customer Analytics

Program Director:  Hari Sridhar   Intersecting with the above two themes and others is the issue of B2B customer analytics.  As data on customer needs, information search, influence networks or patterns and transactions proliferates those data provide an opportunity and a challenge.   The opportunity is to integrate transaction data, CRM data, sentiment analysis, web log data and others) provide opportunities to improve customer acquisition, retention, upsell and cross-sell opportunities in business markets.  While we are interested in supporting work in B2B Customer analytics more broadly, our highest priorities surround:

  1. Use of Customer Analytics to identify and qualify opportunities for new B2B offerings.
  2. Use of Customer Analytics to better understand B2B buying behavior and the implications for better customer targeting, marketing resource allocation, pricing and customer life cycle management.

In addition, we are interested in work that integrates direct customer data with data from channel partners as well as data that explicitly recognizes multiple buying influences and buyer-seller networks. The ISBM will continue to support work in its traditional areas of research focus, spanning a broad spectrum of B2B problems.

Research Newsletter

Welcome to the Institute for the Study of Business Markets Research Newsletter. Our newsletter publications contained here are aimed at helping communicate with and connecting academic and PhD students around the world who are interested in the B2B domain. The Institute is the publisher, but we hope that readers will actively contribute and become engaged in providing content and moving along discussions. The structure will vary from issue to issue, but most issues will have a a focal article centering on one piece of B2B research, selected for its broad interest and applicability. Each newsletter will have features on Institute programs, reported by a key individual. In This Issue . . .

Comments, Ideas, or Requests

We would love to hear from you. If you have a topic you would like to submit, comments on an article, or request, please email your correspondence to:

Contact Information

Newsletter Editor, Lori Nicolini Email:

Topics from Previous Newsletters

Title Description
Research Newsletter Vol 10 Iss 1 January 2017 PDF Feature: Building Lasting Partnerships (Sandy Jap); Feature: Marketing in Recessions (Raji Srinivasan); From the Membership: Big Talk - Brand - 2016 Fall Members Meeting (Suzanne Lavin); Reflections on the 2016 Institute for the Study of Business Markets B2B Academic Conference (Gary Lilien); Highlights from the 2016 PhD Student Camp for Research (Lisa Scheer & Abbie Griffin); IPSS Update: Spring 2017 Lineup (Hari Sridhar); BMM-EMAC Conference Announcement
Research Newsletter Vol 10, Iss 2 August 2017 The Thriving Marketer: Creating Relational Capital & Optimism; IPSS Fall 2017 Lineup; IPSS 10th Anniversary; 2016 Doctoral Support Competition Winners; Institute Personal Notes.
Research Newsletter Vol 9 Iss 2 July 2016 PDF Feature: The Chief Marketing Officer Matters! Even in B2B Firms...(Frank Germann), From the Membership: Big Talk: The Stakeholder Value Chain 2016 Spring Member’s Meeting (Suzanne Lavin), Venkatesan and Kumar win Inaugural ISBM-David T. Wilson-Sheth Foundation Award for Long Term Impact in B2B Marketing, IPSS Update: Fall Lineup, B2B PhD Camp for Research and Academic Conference...Still Time to Register, B2B Academic Conference Session Preview
Research Newsletter Vol 9 Iss 1 March 2016 PDF ISBM-CAP Project - Making Free Business-to-Business Manufacturing Apps Pay off: The Case of Kennametal's NOVO; From the Membership: Big Talk - The Stakeholder Value Chain; PhD Research Camp Announcement 2016; Academic Conference Announcement 2016; IPSS Update - Fall 2016 Lineup; 2015 Dissertation Support Winner Award Competition Winners Announced; Last Call - Nominations for ISBM-David T. Wilson-Sheth Foundation Award
Research Newsletter Vol 8 Iss 4 November 2015 PDF Feature: The B2B Innovation Imperative comments from new ISBM Fellow George Day; Feature: Once Upon a Time...Storytelling for Business Marketers comments from new ISBM Fellow Mohan Sawhney; From the Membership: The Innovative Marketer; IPSS Update: Spring Lineup; B2B Pulse; Dates for Biennial B2B PhD Camp and Academic Conference
Research Newsletter Vol 8 Iss 3 August 2015 PDF Survey Finds a Strong, Loyal Membership That's Hungry for Change; ISBM in Transition; From the Membership: New Markets, New Marketing, New Marketer; 2015 Doctoral Awards Competition Call for Submissions; IPSS Fall Lineup.
Research Newsletter Vol 8 Iss 2 May 2015 PDF Memorial to David T. Wilson; Welcoming ISBM's New Executive Director Suzanne Lavin; Analysis, Analytics, and Answers B2B; B2B Data Analytics...Creating Research-Practice Synergies; IPSS Fall 2015 Lineup; 2014 Doctoral Support Award Winners
Research Newsletter Vol 8 Iss 1 January 2015 PDF In this issue, January 2015; Commercialization of Innovation - The Critical Role of Sales Force (Michael Ahearne); B2B Leadership Board Update: B2B Marketing: Now is the Time (Fred Wiersema); From the Membership: Frameworks Tools and Cases: Building Better Linkages between Marketing, Sales, and Innovation to Drive Profitable Growth (Ralph Oliva); IPSS Update, Spring 2015 Course Lineup (Raj Grewal)
Research Newsletter Vol 7 Iss 2 August 2014 PDF ISBM-B2B Customer Analytics Program; From the Membership: Building Stronger Linkages: Marketing, Sales, and Innovation; IPSS Fall 2014 Lineup; B2B Leadership Board Update: Thoughts on Disseminating Research Insights; 2014 ISBM Doctoral Support Award Competition: Call for Submissions; Highlights from the ISBM Ph.D. Student Research Camp; Reflections on the 2014 ISBM B2B Academic Conference
Research Newsletter Vol 7 Iss 1 May 2014 PDF 1. B2B Leadership Board Update: B2B Buying Behavior, Emerging Themes for Research and Practice, 2. Customer Analytics: The Third Pillar, 3. 2013 ISBM Doctoral Support Competition Winners Announced, 4. IPSS Update: Spring Lineup, 5. From the Membership: The B2B Customer Experience, The Last and Only Real Differentiator?, 6. San Francisco State University to Host 2014 ISBM B2B Academic Conference, Register Now, 7. ISBM Ph.D Student Camp for Research in B2B Markets - July 2014
Research Newsletter Vol 6 Iss 3 December 2013 PDF ISBM academic newsletter published December 2013. B2B Leadership Board Update (Buying Decisions, Behaviors, and Patterns in Business Markets: A Call to Action), From the Membership (Points of Focus: Lessons and Insights from 30 Years of ISBM Research, Practice, and Progress), PhD Student Camp for Research in B2B, San Francisco State University to Host 2014 ISBM B2B Academic Conference, IPSS 2014 Spring Lineup.
Research Newsletter Vol 6 Iss 2 July 2013 PDF ISBM academic newsletter published July 2013. B2B Marketing in China: Challenges and Strategies, B2B Leadership Board Update (ISBM's Research Priority: Marketing's Role in B2B Innovation), From the Membership (ISBM's 30th Anniversary), Celebrating 30 Years-An ISBM Timeline, IPSS Fall 2013 Lineup, EFMD Case Competition in B2B Markets, 2013 Doctoral Support Award Competion.
Research Newsletter Vol 6 Iss 1 February 2013 PDF ISBM academic newsletter published February 2013. Made in India vs. India Inside: Two Paths to Global Impact, 2012 Doctoral Support Winners, B2B Leadership Board Update (The Spotlight on Innovation and Marketing's Role), IPSS Update, From the Membership (From Data to Insight to Action: Mobilizing Customer and Market Insight to Drive Profitable Growth in B2B).
Research Newsletter Vol 5 Iss 3 November 2012 PDF ISBM academic newsletter published November 2012. B2B Leadership Board Update (Innovation to Drive Customer Growth), Contemplating Trust, Confidence, and Loyalty in B2B Relationships, Highlights of the ISBM September 2012 Members Meeting, IPSS Spring 2013 Lineup.
Research Newsletter Vol 5 Iss 2 August 2012 PDF ISBM academic newsletter published August 2012. B2B Leadership Board Update, Analyzing and Forecasting Global Business Markets, PhD Camp and Academic Conference Preview, IPSS Update, ISBM's 2012 Business Marketing Doctoral Support Award Competition.
Research Newsletter Vol 5 Iss 1 April 2012 PDF ISBM academic newsletter published April 2012. The Innovation Imperative, B2B Leadership Board Update: Shaping the B2B Agenda, Insights from the 18th ISBM Winter Meeting, Doctoral Support Awards Competition Winners, University of Chicago to Host B2B Academic Conference, Handbook in Print, IPSS Update, PhD Students Camp for Research in B2B Markets to be held August 2012.
Research Newsletter Vol 4 Iss 3 December 2011 PDF ISBM academic newsletter published December 2011. B2B Leadership Board: Shaping What's Next in B2B's Future, Relevant Marketing Knowledge: Moving From Findings to Application in B2B Firms, Rethinking and Reinventing Innovation: Sometimes It's "In the Box" Thinking That's Most Important, Ph.D. Student Camp for Research in B-to-B Markets to be held August 2012, University of Chicago to Host 2012 ISBM B-to-B Academic Conference.
Research Newsletter Vol 4 Iss 2 September 2011 PDF ISBM academic newsletter published September 2011. Handbook of Business to Business Marketing in Production, Upcoming Members' Meeting - Reinventing Innovation: Driving Growth Beyond the Core Product in Business Markets, IPSS Update: ISBM Ph.D. Summer Series Fall 2011, 2011 Doctoral Support Competition.
Research Newsletter Vol 4 Iss 1 March 2011 PDF ISBM academic newsletter published March 2011. SEI-ISBM Educational Resource Portal Launch, B2B Handbook Announcement, 2010 Doctoral Support Winners, Highlights from the 17th ISBM Winter Meeting: Marketing for Organic Growth in the New B-to-B Global Economy, MSI 50 Years: "Ideas" Challenge in Celebration of MSI's 50th Anniversary.
Research Newsletter Vol 3 Iss 3 December 2010 PDF ISBM academic newsletter published December 2010. Kohli and Zoltners Inducted as Newest ISBM Fellows; Becoming Market Oriented; A Case for More Research in the Sales Force Space; Marketing, Sales and Organic Growth; 2010 ISBM B-to-B Academic Conference Trifecta: Reflections; IPSS update: ISBM Ph.D. Seminar Series.
Research Newsletter Vol 3 Iss 2 July 2010 PDF ISBM academic newsletter published July 2010. B2B PhD Camp, Conference Highlight 2010 Summer Schedule; Planning Business-to-Business Research for the Review Process; Announcing Next ISBM Members Meeting; 2010 ISBM Dissertation Aware Competition Deadline; IPSS Update: ISBM PhD Seminar Series.
Research Newsletter Vol 2 Iss 3 November 2009 PDF ISBM academic newsletter published November 2009. New ISBM Fellows Inducted at Annual ISBM Members' Meeting, Marketing Without Intelligence, Salespeople as Relationship Managers, Insights and Ideas from the ISBM Summer Members Meeting, IPSS Update: ISBM Ph.D. Seminar Series, B-to-B Ph.D. Student Research Camp 2010, Harvard to Host 2010 ISBM B-to-B Academic Conference.
Research Newsletter Vol 2 Iss 2 July 2009 PDF ISBM academic newsletter published July 2009. No Apology for B2B Lab Research, Frameworks for Thinking Through the New Media and B-to-B, 2009 ISBM Doctoral Award Competition, B-to-B Ph.D. Research Camp AND Biennial Academic Conference at Harvard Business School, IPSS Update: ISBM Ph.D. Seminar Series.
Research Newsletter Vol 2 Iss 1 February 2009 PDF ISBM academic newsletter published February 2009. ISBM Data Resources Program Survey, Some Suggestions for Doing Social Network Research in B-to-B Marketing, 2008 ISBM Dissertation Award Winners, B-to-B Marketing in Turbulent Times: Perspectives from Mplanet, Ph.D. Student Camp 2009, IPSS Update: ISBM Ph.D. Seminar Series, Academic Job Market.
Research Newsletter Vol 1 Iss 4 November 2008 PDF ISBM academic newsletter published November 2008. PhD Student Camp 2009, ISBM Research: A 25th Anniversary Perspective, ISBM Data Resources Program, University of Houston to Host Educational Resources Program, Reflections on the 2008 ISBM Academic Conference, IPSS Update: ISBM PhD Seminar Series.
Research Newsletter Vol 1 Iss 3 July 2008 PDF ISBM academic newsletter published July 2008. ISBM Academic Conference, DRP Update, Status Update on the ISBM Educational Resources Program, ISBM Dissertation Support Competition 2008, ISBM 25th Anniversary Members' Meeting, Journal of Marketing Editor Q&A, IPSS Update: ISBM Ph.D. Seminar Series.
Research Newsletter Vol 1 Iss 2 May 2008 PDF ISBM Research newsletter published May 2008. BtoB Questions for JM Editor Kohli, IPSS Update: ISBM Ph.D. Seminar Series, 2008 Academic Conference Schedule, ISBM Trends Study: It All Starts with Deeper Customer Understanding.
Research Newsletter Vol 1 Iss 1 February 2008 PDF ISBM academic research newsletter published February 2008. IPSS Update: ISBM Ph.D. Seminar Series, ISBM Data Resources Program, ISBM Educational Resources Program, ISBM Dissertation Support Award and 2007 Winners, ISBM B-to-B Ph.D. Student Research Camp 2007 and Upcoming in 2009, From the Membership, 2008 Academic Conference, Cross-Sectional Versus Longitudinal Survey Research.

ISBM PhD Seminar Series (IPSS)


The objective of the ISBM PhD Seminar Series (IPSS) is to provide a range of short, PhD level seminars in Business-to-Business (B2B) Marketing. These seminars, delivered electronically by some of the world’s leading scholars, provide access to leading developments and methods necessary to doctoral students worldwide who are considering research careers in B2B Marketing. IPSS offers electronic participation in substantive and methodological courses essential for PhD students with research interests in business markets. Substantive topics include theory development in business markets, sales management, marketing channel management, and new product development and marketing, among others. Methodological topics include qualitative research methods, social network analysis, and structural equation modeling, among others. Courses are repeated in a 2 – 3 year cycle.

Admission Procedure, Participation and Requirements

Admission Procedure and Application materials You should apply to each individual Session below.  You registration is not considered complete until the supporting application materials are emailed to Lori Nicolini .

Course Offerings for Fall 2017

Social Networks in B2B Marketing

Stefan Wuyts, Professor of Marketing, Koç University This IPSS seminar introduces doctoral students into the fascinating world of social networks. As humans, social beings, and consumers, we are immersed in social networks and we experience its consequences on a daily basis. Similarly, firms and inter-firm exchange are embedded in social networks – an important layer of business markets and key focus of this seminar.Complete Social Networks Course Description & Start Dates Register for Social Networks in B2B Marketing

Marketing Strategy

Sundar Bharadwaj, The Coca-Cola Company Chair of Marketing, University of GeorgiaThis course is a doctoral seminar that focuses on marketing strategy formulation. Marketing strategy is a broad term with many meanings, and while scope and domain issues for the field continue to be debated, at a fundamental level has to do with how marketing concepts, tools, and processes can be used to help an organization develop a sustainable competitive advantage through the creation of superior customer value. While marketing strategy is a comparatively young field of study, substantive and sustained contributions by many of the discipline’s leading scholars over the last 30 years have helped create a rich and diverse literature base. Complete Marketing Strategy Course Description & Start Dates Register for Marketing Strategy

B2B Handbook

ISBM Handbook of Business to Business Marketing

About the Handbook

The ISBM Handbook of Business-to-Business Marketing, edited by Professors Gary Lilien and Raj Grewal, is the definitive work on what we have discovered about B2B marketing that can be used both to inform practice and to determine the most critical research issues that the field currently faces. Each chapter (Titles and Abstracts below) is written by an expert or experts in the domain and provides (1) perspectives of the problem area both from an academic and a managerial perspective (state of theory and state of practice) (2) a concise state-of-the-art review summarizing what we know about the area, (c) managerial implications and (4) a research agenda for the domain. The Handbook of Business-to-Business Marketing is available from Edward Elgar Publishing and Amazon. As the authors retain the copyright to their chapters, only they have the right to use or distribute their chapter. If you would like a copy of a specific chapter, please contact the author or authors directly through their emails included below.


Part 1:  Introduction and Overview

Part 2:  Perspectives in B2B Research

Part 3:  B2B Marketing Mix and Strategy

Part 4:  Interfirm Relationships in B2B Markets

Part 5:  Personal Selling and Sales Management

Part 6:  Technology and B2B Marketing

Part 7:  Methodological Issues

Contact Information

Editor, Gary Lilien Editor, Rajdeep GrewalEmail:

ISBM Fellows

The “ISBM Fellows” program provides even more opportunities to ask top researchers specific questions about their business marketing problems and opportunities. As thought leaders in specific business marketing topics, all ISBM Distinguished Research Fellows—scholars at leading universities—have strong track records consulting to businesses around the globe, in addition to their extensive teaching and publishing activities. They know and respect real-world business management and leading-edge solutions, and they are dedicated to applying their knowledge to actual marketing problems and opportunities. ISBM Fellows are available for brief and focused no-cost consultations arranged through the ISBM.

Title Description
Ahearne, Michael University of Houston: Salespeople and Sales Organization Performance
Anderson, James C. Northwestern University: Value-Based Marketing, Discernment
Cooper, Robert G. McMaster University: New Offering Processes, Stage Gate
Day, George S. Wharton School of the University of Pennsylvania: Competitive Strategies, New Product Development, Marketing Management, Strategic Planning
Fahey, Liam Babson College: Competitive Strategy
Grewal, Rajdeep University of North Carolina: Strategic Marketing, Inter-firm Relationships
Griffin, Abbie University of Utah: Voice of the Customer
Jap, Sandy D. Emory University: Partnering, Relationship Management, Distribution Channels and Routes-to-Market Strategy, Industrial Sourcing, Procurement
Jaworski, Bernie Claremont Graduate University: Leadership, Strategy, and Client Management
Johnston, Wesley J. Georgia State University: Key Account Management/Salesforce Management, Customer Relation Management
Kohli, Ajay K. Georgia Tech: Market Orientation, Sales Orientation
Kumar, V Georgia State University: New Product Management, Marketing Models, Database Marketing, Customer Relationship Management, Marketing Intelligence, Marketing Strategy.
Lilien, Gary L. Penn State: Segmentation, Targeting, Positioning
Narayandas, Das Harvard Business School: B-to-B Marketing Strategy/Loyalty
Narus, James Wake Forest University: Channel Strategy
Sawhney, Mohan Kellogg School of Management: Business Innovation, Technology Marketing, New Media, Digital Marketing, Engagement Marketing
Scheer, Lisa K. University of Missouri: Relationships, Trust, Loyalty, Strategy
Schultz, Don E. Northwestern University: Integrated Marketing Communications
Sheth, Jagdish Emory University: Segmentation Marketing/Strategy
Spekman, Robert E. University of Virginia: Alliances
Srinivasan, Raji University of Texas at Austin: Marketing Metrics, Organizational Innovation, New Product Development
Srivastava, Rajendra K. Singapore Management University: B-to-B Branding, Marketing Return on Investment
Tellis, Gerard J. University of Southern California: Innovation, Advertising, New Products, Market Entry
Thomas, Robert J. Georgetown University: Segmentation Marketing, New Product Development
Weitz, Barton University of Florida: Sales Management
Wiersema, Fred Business Strategist: Customer Intimacy, Leadership
Zoltners, Andris A. Northwestern University: Sales Force Strategy and Management


Institute Customer Analytics Program

The Institute’s B2B Customer Analytics Program (ISBM-CAP) is designed to foster research, education and interchange and to take a leadership role in the nascent and rapidly evolving domain of B2B Customer Analytics. B2B Customer Analytics differs from B2C Customer analytics in several important ways:

  • First, the “customer” is a network of individuals, a buying center.
  • Second, aside from procuring products and services for its internal use, that buying center often seeks to satisfy demand derived from doing business with their firm’s customers (who may be consumers or other organizations).
  • Third, the roles of need identification, information search, supplier screening, purchase and use may be distributed amongst buying center members.

These and other differences (such as longer purchase cycles, greater reliance on economic drivers of purchase decisions, lack of easy access to purchase data for competitive offerings and others) lead to unique challenges and opportunities in the B2B Customer Analytics domain. ISBM-CAP will make researchers aware of B2B Customer Analytics challenges by:

  • Creating a research agenda and call for proposals on B2B customer analytics research and practice-related issues.
  • Generate research themes through a series of manager-interviews to enable a productive discussion among academics and practitioners.
  • Hold a formative mini-conference around the emergent research themes to engage practitioners and academics with the goal of generating a research agenda.
  • Invite conference attendees to craft a research agenda for work on B2B Customer Analytics.
  • Generate “B2B Customer Analytics Research Priorities” (and update regularly) a research priorities handbook highlighting key challenges managers face in adopting and successfully deploying analytics projects.
  • Investigate opportunities for synergy with MSI, Center for Sales and Marketing Strategy (UW), and other centers in executing the surveys.
  • Design and execute surveys.

ISBM-CAP will help educate managers on B2B Customer Analytics by:

  • Supporting a Masters in Analytics Certificate/Toolkit Program Offered through the Penn State Marketing Department
  • Providing B2B content and support to this initiative for a 4-8 course certificate program, aimed at managers with 2-3 years of experience who feel the need to tool up on analytics issues which is a skillset in high demand in the marketplace.Providing targeted training to B2B marketing executives who need to understand and deploy B2B Customer Analytics within their organizations
  • Conducting perspective-based seminars for executives (mainly Institute members with 15+ years of experience who feel the need to orient their company to compete on analytics) to provide a skills and capability orientation; issues such as i) what is B2B Customer Analytics?, ii) types and scope of B2B Customer Analytics usage, iii) current trends and industry leaders in B2B Customer Analytics, and iv) highlight which B2B Customer Analytics tools plays a crucial role in impacting managerial decision-making could be covered.

ISBM-CAP will engage the B2B Customer Analytics practice by:

  • Hosting one or more teleconferences or other connections to identify an area of joint interest to one or more academic researchers and to the client organization
  • Organizing one-day site visits to identify client organization data sources; current business applications of those data sources; areas for potential joint work (mutual NDA’s will address proprietary data issues.)
  • Developing a POW (Plan of Work) by having the client organization provide the ISBM-CAP team with a sample of each relevant type of data, a data dictionary and related support to understand the nature and potential of possible projects; the ISBM-CAP team will then develop a POW that will identify one or more projects, including appropriate researchers at Penn State or at other universities, timing, costs, requirements of client organization (contacts and anticipated time needed) and anticipated outcomes; the client organization is expected to provide a grant to the Institute to cover the costs of research support, administration and out of pocket expenses.
  • Delivering a POW to the client organization that will have business benefit as well as academic output; academic output can be best practice case studies, developed for pedagogic purposes; documented data bases, made available for academic research (perhaps through arrangement with the Wharton Center for Customer Analytics); and academic research.

Wilson-Sheth Award

ISBM David T. Wilson-Sheth Foundation Award for Long Term Impact in B2B Marketing

Call for Nominations

Nominations are due no later than March 31, 2018 for the ISBM-David T. Wilson-Sheth Foundation Award for Long Term Impact in B2B Marketing.  This award is made biennially to a paper published in a refereed journal that has made a significant long run impact on the theory and practice of B2B Marketing.

The award is named in honor of the late Penn State Professor David T. Wilson, a leading B2B scholar and founding Managing Director of the ISBM (Institute for the Study of Business Markets).

The winner will receive a cash award of $2000 along with a plaque of recognition and will be honored at a special session of the ISBM Academic Conference at the Sloan School, MIT, August 8-9, 2018.


To be eligible, a paper should have been published between 2003 and 2013.

The paper should be primarily or exclusively on an issue or issues specific to B2B marketing, that is, the building of mutual value-generating relationships (including goods and services) between organizations (which include businesses, government agencies and not-for-profit organizations) and the many individuals within them.   Thus manufacturer-retailer, pharmaceutical firm-doctor, firm-information intermediary, firm-government, and agribusiness-farmer relationships fall within the B2B domain as defined here.

Measures of Impact

The winning paper should have made significant impact, both in academia and in practice.   As measures of impact, nominators should consider the following criteria, and possibly others.

  • citations,
  • press coverage,
  • magnitude of subsequent work that builds on the paper,
  • applications in practice
  • applications in litigation,
  • use in PhD reading lists and seminars,
  • use in undergrad, MBA or Executive teaching.

High impact papers normally have one or more of the following characteristics:  (1) show the field something that it did not know before, (2) show a new way of thinking about a problem or issue and/or (3) open up a new field of inquiry.


Nominations are invited from any individuals and self-nominations are permitted.  The nominations should include a pdf of the nominated paper as well as a nominating letter, not to exceed 500 words, that addresses the impact criteria above.

Nominations should be directed to Gary L. Lilien, ISBM Research Director () who will serve as chair of the award committee.  Other committee members are Andrew Petersen Penn State and ISBM Associate Research Director and Tomas Hult, Michigan State, and Sheth Foundation Board President.

The winner will be announced May 15, 2018.