service – ISBM

The End of Averages for Marketing Budgets

Marketers should look deeper into several metrics to set their budgets, not just their peers’ spending.

December 10, 2023

Capturing the Opportunity in B2B Services – A Pathway to Better Returns

As the demand for B2B services grows, so do the challenges for new entrants providing them.

July 23, 2023

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

What Do Your B2B Customers Really Want?

In a recent study, B2B customers expressed strong preferences in self-service and collaboration with sellers.

March 25, 2023

The Relative Effects of B2B (vs. B2C) Service Innovations on Firm Value (Dotzel and Shankar 2019)

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.

November 1, 2020

ISBM Pulse: service

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The End of Averages for Marketing Budgets

Capturing the Opportunity in B2B Services – A Pathway to Better Returns

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)

What Do Your B2B Customers Really Want?

The Relative Effects of B2B (vs. B2C) Service Innovations on Firm Value (Dotzel and Shankar 2019)

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