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
In business markets, the impact of advertising can have a long-run impact on the purchasing of new products.
With the rise of group purchasing organizations, determining the optimal relationship between buyers and sellers has become an even greater challenge.
A critical disconnect exists between what customers report caring about and what B2B firms emphasize in their branding efforts.
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.
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