ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
In interfirm relationships, the identity orientation of each party can impact what type of governance is the most effective.
Much has been written about the importance of understanding the customer journey. B2B companies need to equip their employees with a solid understanding of the company’s purpose in order to be truly customer centric. This two part article in the Gallup Business Journal explores how changing the internal culture can deliver a better experience all around.
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