academic research – Page 2

Corporate Board Interlocks and New Product Introductions (Srinivasan, Wuyts, and Mallapragada)

Firm’s board interlocks represent bridges to valuable market intelligence that could be used in developing incremental innovations and thus, could lead to new product developments and introductions. By analyzing new product introductions of 30 firms over the period of 1997 to 2012, Srinivasan et al. (2018) have found that the strength of the positive relationship between board interlocks and new product introductions depends on the board composition.

March 9, 2020

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.

February 6, 2020

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.

February 6, 2020

Strategies for Making Partnerships Work (Sandy Jap)

If partnering holds the promise of all things good, why do partnerships and alliances fail so often? Sandy Jap will explore the dark side of partnering relationships: why “friends” become “enemies” over time, with research insights and case studies from Samsung/Google, Nike/Footlocker and more. Most importantly, she will offer specific recommendations for avoiding problems, revitalizing weakening partnerships, and recognizing when a partnership can’t be saved.

September 26, 2019

Eliminating Managerial Bias for High-End Products in Our Market-Driven Product Development (Abbie Griffin)

Research finds that managers making product development selection decisions biased against low-end, low-priced projects in favor of high-end, high-priced projects, even when there is no economic benefit to them. Given these biases, we suggest actions managers can take to overcome these biases.

March 1, 2018

Reimagine B2B Marketing & Building Your Own Action Agenda (Jerry Wind)

In this presentation, Jerry Wind reimagines B2B marketing by challenging the mental models of the industry and academia, and our collective values.

September 19, 2017

The Challenges Online Supply Management Tools Pose for B2B Marketers (James Narus & Michelle Steward)

This presentation reports on the results from a series of over 75 personal interviews and from over 1500 completed electronic questionnaires gathered from purchasing and supply managers in a variety of industries across the US. Based on the findings, the most commonly used tools and related analyses customer managers employ in major stages of the buying process are identified and discussed in detail.

September 19, 2017

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