Marketing Topics

Dynamic Effects of Service Transition Strategies on B2B Firm Value: Tradeoffs in Sales, Profits, and Cash Flow

Many B2B manufacturers are transitioning to services, but do they understand the performance effects of adding more service offerings? Using data on 525 manufacturers, this study looks at how service transitions affect sales growth, profitability, and cash flow volatility.

2016 Best Paper Looks at Consequences of Customer Engagement

MSI's 2016 Best Paper investigates how customer engagement can alter—not simply augment—existing customer–company bonds. Conor Henderson, Lena Steinhoff, and Rob Palmatier examine how customer engagement initiatives interact with customer loyalty mechanisms that underlie ongoing business exchanges.

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