ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
By becoming “customer-obsessed,” B2B firms can be better oriented for future growth and value creation.
For B2B firms to thrive in disruptive environments, there must be a synergy between online and offline channels.
For B2B marketers, investments in channel relationships are a key area of focus in 2023.
In a recent study, B2B customers expressed strong preferences in self-service and collaboration with sellers.
In an increasingly customer-driven world, firms must effectively engage in lifecycle revenue marketing.
Just as agile decision-making kept many B2B technology providers afloat during the pandemic, it may also propel them during uncertain economic conditions in the near future.
Following socially irresponsible behaviors, firms must carefully select what type of CSR efforts to engage in.
As B2B marketers forecast how they will spend their allotted resources in 2023, a recent survey revealed similarities and areas of divergence.
In determining areas of focus for 2023, B2B marketers should emphasize increased digitization of processes.
In interfirm relationships, the identity orientation of each party can impact what type of governance is the most effective.
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