Marketing Topics

Partnering with the Frenemy

Webinar featuring Sandy Jap, Emory University

Partnering holds the promise of all things good, so why do business partnerships and alliances fail so often?

Modern Marketing Is Business-to-Person Marketing

Video featuring Jon C. Iwata, Senior Vice President, Marketing and Communications, IBM Corporation

From MSI Board of Trustees Meeting, "A Celebration of Breakthrough Marketing," in Boston, April 23-24, 2015. (Edited)

Connecting Inter-firm Teams for Better Customer Solutions

Novel insights based on social network theory

Consequences of Customer Engagement: How Customer Engagement Alters the Effects of Habit-, Dependence-, and Relationship-Based Intrinsic Loyalty

Investigates the performance ramifications of customer engagement; uses a longitudinal field experiment with a service provider to identify how initiatives interact with intrinsic customer loyalty mechanisms (habit, dependence, and relationship).

Interlocking Networks: How and When Do Connections between Buying and Selling Teams Affect Customer Solutions?

Investigates how and when the structure of interactions between buying and selling teams affects the development and deployment of effective solutions for business customers. Combines insights from the literatures on buying and selling teams, customer solutions, and social network theory, and tests hypotheses in a conjoint experiment with 281 purchasing professionals.