ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
Firms can evaluate the state of their B2B relationships by measuring customer health.
Although the distinctions between B2B and B2C CMOs are well-studied, even among B2B CMOs, area of focus vary.
B2B buyer preferences continue to shift in favor of suppliers who practice societally “good” business.
Although horizontal referrals are common in B2B industries, managers must consider several different factors to increase their chances of receiving the best possible referral from a supplier.
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