ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
Although outside experts can bring immense value to a project, firms must balance the potential information leakage that can emerge following outside expert involvement.
Companies can benefit from emphasizing the benefits they provide along with the products they sell.
Although the distinctions between B2B and B2C CMOs are well-studied, even among B2B CMOs, area of focus vary.
To succeed in new product development, the role of operations should be emphasized.
The three key components of a customer-obsessed growth engine are creating buyer value, aligning marketing, sales, and product teams, and leveraging technology.
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