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ISBM Pulse: value creation

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experiment

Two Steps: A Primer on B2B Experiments

Although business-to-business settings provide ample opportunity for research that uses experiments, they are seldom used. Approaches for integrating experimental insights into research is discussed.

see sooner act faster

Book: See Sooner, Act Faster

As leaders of organizations face unprecedented turbulence in the market, Day and Schoemaker provide a roadmap for how digital advances can be managed most effectively when important decisions must be made.

arrows

Is Your Marketing Organization Ready for What’s Next?

The ever-changing social, economic, and public health landscape has made marketing a more complex discipline than ever before. Rodríguez-Vilá, Bharadwaj, Morgan, and Mitra (2020) use extensive surveying and interviewing methods to better understand how marketers have traditionally attempted to transform their organizations in evolving landscapes.

innovation

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.