ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
This article, focusing on AI, platforms, and network effects, distinguishes between products that are “like air” (that one needs continuously and is critical for survival) versus “like hair cuts” (that one needs only once in a while and can do without). The authors describe the notion of a ‘modern business model’, and demonstrates how these companies are more resilient.
In this Issue (January 2018)
– From the Membership: The Thriving Marketer (Lynn Yanyo)
– From the Membership: Next Members Meeting (Lynn Yanyo)
– ISBM Fellow Feature: How to Become a Platform Business (Erich Joachimsthaler)
– ISBM Fellow Feature: B2B Firm’s Shift from Outside to Inside Sales Structures (Rob Palmatier)
– Invitation to EMAC 2018 and B2B SIG
– ISBM Phd Camp and Academic Conference 2018
– Call for Nominations: 2018 ISBM-David T. Wilson-Sheth Foundation Award for Long Term Impact in B2B Marketing
At least since the industrial revolution, the basic model of a market and how companies create value has been the same. Companies buy, make, and sell stuff. Value is created at every stage of the value chain and at the end of the pipeline pops out a product or service that customers value. That fundamental basic structure is shaken up by technology. This presentation covers how a revolution is coming in how business marketers create value across industries and markets.
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