ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
The rise of eB2B retailers opens up an exciting opportunity for collaboration with CPG manufacturers.
For B2B marketers, investments in channel relationships are a key area of focus in 2023.
This presentation is from one of the ISBM 2019 Doctoral Support Competition Winners, Divya Anand from the University of Missouri. Her research work is titled “Implementing Marketing Strategy Changes: Minimizing Channel Partners’ Negative Responses”. During this 1 hour webinar, the presenter discusses their research for about 30 minutes. Then, a discussant spends 10-15 minutes providing feedback on the research, followed by Q&A. The session discussant is Johanna Slot from Penn State University.
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