ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
When responding to a Request for Proposal (RFP) in both the public and the private sector, suppliers’ access to buyers is often restricted due to law and informal rules of engagement. The authors term these buyers ‘barricaded buyers’. Despite having limited access to these individuals, suppliers can still increase their competitiveness and selection likelihood when selling to barricaded buyers.
In this presentation, Jerry Wind reimagines B2B marketing by challenging the mental models of the industry and academia, and our collective values.
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.
In this presentation, the role of strategic sourcing and category management at Abbott Labs is presented. The 5-points of purpose have a special role in Abbott Labs’ procurement strategy.
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