ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to
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.
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.
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.
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.
How can marketers break out of the one-track focus on sales? Be a Value Creator. This article suggests ways marketers can adapt their marketing approach to produce creative and valuable results.
In this presentation, Jerry Wind reimagines B2B marketing by challenging the mental models of the industry and academia, and our collective values.
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