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ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to

ISBM Pulse: advocacy

The 5 Types of B2B CMOs

Although the distinctions between B2B and B2C CMOs are well-studied, even among B2B CMOs, area of focus vary.

April 1, 2024

The Design of B2B Customer References: A Signaling Theory Perspective (Boyd, Sese, and Tillmanns 2023)

Although most firms strive to receive positive customer references, the elements within each reference can drastically change their impact on firm value.

July 30, 2023

4 Essential Strategies to Capture B2B Customer Growth in 2023

Although growth can come from securing new contracts and partnerships, reinforcing existing customer relationships is imperative.

April 23, 2023

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University Park, PA 16802

Phone: 814-863-2782
Email: isbm@psu.edu

484 Business Building
University Park, PA 16802
Phone: 814-863-2782
Fax: 814-863-0413
Email: ISBM@psu.edu

ISBM Pulse: advocacy

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The Design of B2B Customer References: A Signaling Theory Perspective (Boyd, Sese, and Tillmanns 2023)

4 Essential Strategies to Capture B2B Customer Growth in 2023

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