Should B2B Start-Ups Invest in Marketing? (Mintz and Lilien 2024) Although investments in systematic marketing increase firm valuation for early stage B2B start-ups, recent research finds that fewer than half choose to invest in it. April 22, 2024
Customer Journey Management Capability in Business-to-Business Markets: Its Bright and Dark Sides and the Overall Impact on Firm Performance (Homburg and Tischer 2023) Although effective customer journey management can increase firm performance, how it is achieved can be costly. June 25, 2023