ISBM Pulse: academic research

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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.

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The Temporary Marketing Organization (Hadida, Heide, and Bell)

As marketing departments are shrinking and CMO tenures are getting shorter, marketers are increasingly relying on temporary marketing organizations to meets objectives with immediate impacts. However, temporary marketing organizations’ outcomes exhibit high variance. Thus, Hadida et al. (2019) propose a conceptual framework to guide firms in determination of the most appropriate selection and enforcement mechanisms depending on the form of temporary marketing organization.  

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Should a B2B Firm Have a Customer on the Board of Directors? (Bommaraju et al.)

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.

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.

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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.