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

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

ISBM Pulse: intermediaries

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chain

Competing Along the Value Chain in B2B2C (Jeff Bennett)

B2B companies frequently sell along complex value chains with multiple influencers and decision-makers. Too often, they can lose focus on the fact that there is ultimately a consumer or end-user at the end of that chain. With business models and competitors evolving, it is more important than ever that B2B companies expand their definition of ‘customer’ and understand the needs of this consumer. This presentation covers a set of concepts and practical frameworks that can help B2B companies address these issues. Several relevant case studies are presented.

chess pieces

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.

Globe with a plane on top

B2B Salespeople Need To Act More Like Travel Agents

Do B2B buyers really want to be left alone? Research in this Harvard Business Review article suggests that there are a lot of frustrated and unhappy B2B buyers out there who could use a little help. By acting like a travel agent, B2B sellers can smooth out the sales process and guide customers to a more satisfying end.