ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
Forrester’s annual list of B2B predictions focuses heavily on the integration of genAI and influencer marketing.
Because AI can be integrated into so many aspects within the sales function, organizations must have a clear vision for its role.
Although outside experts can bring immense value to a project, firms must balance the potential information leakage that can emerge following outside expert involvement.
With the rise of group purchasing organizations, determining the optimal relationship between buyers and sellers has become an even greater challenge.
In interfirm relationships, the identity orientation of each party can impact what type of governance is the most effective.
CEOs with prior marketing experience can prove particularly effective at enhancing corporate social performance.
Managing multichannel sales system requires careful consideration of design and governance decisions.
In B2B markets, firms entering licensing agreements should consider licensing experience as a key factor when making monitoring decisions.
The use of temporary organizations in B2B settings continues to be substantial, but the selection of suppliers and pricing strategies is a key challenge for firms employing diverse teams of specialists.
Although managers often do not consider the degree of system modularity when making their governance choices, recent work has found that they should.
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