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ISBM Pulse: Pricing

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B2B Research Webinar Series – Automating the B2B Salesperson Pricing Decisions: A Human-Machine Hybrid Approach

This presentation is from a former ISBM Doctoral Support Competition Winner, Yael Karlinsky Shichor. Yael is currently an Assistant Professor of Marketing at Northeastern University.

During this 1 hour webinar, Yael presents her research “Automating the B2B Salesperson Pricing Decisions: A Human-Machine Hybrid Approach” for about 30 minutes, followed by comments and feedback from the discussant, Olivier Rubel from the University of California Davis. The remainder of the time is spent on Q&A between the attendees and the presenter.

pricing in a crisis playbook

Book: Pricing in a Crisis Playbook

We are heading towards a recession that may be worse than the Great Recession following the 9/11 attacks. Depending on scientific progress, we may be in a downturn for many months to come. Price pressure is inevitable in a downturn. Joanne Smith, who lead the corporate pricing organization of Dupont in the five years before and during the 2009 recession, has written a very timely book on how to price in a recession: “Pricing in a Crisis Playbook: A Practical B2B Guide for Pricing with Confidence in a Crisis or Recession”.

Marketing in Uncertain Times – a Town Hall Expert Panel Discussion (Joanne Smith, Sandy Jap, and Erich Joachimsthaler)

ISBM’s introductory episode of the Marketing in Uncertain Times series was an insightful look at the power of pricing , channels, and B2B Business Strategy during a time of crisis and disruption. ISBM partner and instructor, Ralph Cummins of EMM Group moderated this panel discussion addressing these areas of concern with candid responses of practical advice and foresight. Highlights of this Town Hall include pricing power, ‘Survivalist Entrepreneurship’, and the focus on existing customers.

Common Pitfalls of Value Pricing and How to Avoid Them (Joanne Smith)

Many B2B companies are embracing value-based pricing due to its large potential to increase profitability, yet many of these companies struggle to achieve these profits. They may start out strong, achieving price increases for a few products, but ultimately have difficulty getting their organizations to embrace, implement and/or sustain the value-based pricing journey. In this webinar, Joanne shares her insights on common pitfalls that she sees numerous B2B companies fall into as they begin their value-based pricing, marketing and sales journeys.