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ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to 

ISBM Pulse: Corporate strategy

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lost customer

How B2B Companies Can Win Back Customers They’ve Lost

Trends in the B2B world allow customers to continuously evaluate their relationships with their suppliers. Reacquiring lost customers can often be rewarding for B2B suppliers. The article outlines several customer reacquisition building blocks.


Book: Fast Track Your Business: A Customer-Centric Approach to Accelerate Market Growth

In Fast-Track Your Business, author Laura Patterson offers step-by-step guidance for acquiring customer insights, creating customer-centric outcomes, and developing strategies and measurable executable plans.

Fast-Track Your Business provides a customer-centric framework for choosing and navigating a sustainable path forward—a system that creates momentum and accelerates organic market growth.


If Pandemic Productivity Is Up, Why Is Innovation Slowing Down?

The pandemic has caused a shift to remote work, which, surprisingly, has led to stable or increased productivity for many companies. However, many now suffer from decreased innovation, an issue that can be addressed with creative solutions that foster collaboration.


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.


Book: The Interaction Field

In “The Interaction Field,” Vivaldi CEO and professor Erich Joachimsthaler explains that the only way to thrive in this environment is through the Interaction Field model. Companies who embrace this model generate, facilitate, and benefit from data exchanges among multiple people and groups–from customers and stakeholders, but also from those you wouldn’t expect to be in the mix, like suppliers, software developers, regulators, and even competitors. And everyone in the field works together to solve big, industry-wide, or complex and unpredictable societal problems.

Book: Grow the Pie

The book, ‘Grow the Pie, by London Business School Professor of Finance Alex Edmans, sets apart the concept of ‘growing the pie’ from the notion of ‘splitting the pie’. The latter suggests that anything a company gives to stakeholders such as increased wages, price reduction, or a better treatment of the environment lowers company profit. A ‘splitting the pie’ approach results in friction, and a trade-off focus. An alternative is the ‘grow the pie’ approach. The main idea is that if companies deliver value to stakeholders, this will actually benefit investors.

wooden chair

Should a B2B Firm Have a Customer on the Board of Directors? (Bommaraju et al.)

One way to gain insight into their customers’ needs is to invite customers to have a seat on the board of directors. Based on a sample of 329 B2B firms in S&P 900 firms over nine-year period (2007-2015), Bommaraju et al. (2019) concluded that having a customer on the board of directors enhances customer orientation of firms and provides unique insights, especially when demand uncertainty is high.


Challenging Organizational Assumptions

Assumptions are a barrier to new thinking or new solutions though – and that makes assumptions ineffective. How can an organization uncover – and, more important – challenge its assumptions? It is a necessary process, as untested assumptions may lead decision making astray. 


The Temporary Marketing Organization (Hadida, Heide, and Bell)

As marketing departments are shrinking and CMO tenures are getting shorter, marketers are increasingly relying on temporary marketing organizations to meets objectives with immediate impacts. However, temporary marketing organizations’ outcomes exhibit high variance. Thus, Hadida et al. (2019) propose a conceptual framework to guide firms in determination of the most appropriate selection and enforcement mechanisms depending on the form of temporary marketing organization.