ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
Marketers should look deeper into several metrics to set their budgets, not just their peers’ spending.
As the demand for B2B services grows, so do the challenges for new entrants providing them.
Although effective customer journey management can increase firm performance, how it is achieved can be costly.
In a recent study, B2B customers expressed strong preferences in self-service and collaboration with sellers.
As B2B firms increasingly become service-dominant in hopes of building lasting customer relationships, it becomes imperative to determine if the resources and expertise needed to implement B2B service innovations also create increased risk for B2B firms. The differences between customer and business markets find that the impact of service innovations varies across B2B and B2C domains.
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