Draft:ISBM

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The Institute for the Study of Business Markets (ISBM) is a research organization headquartered at the Smeal College of Business at Pennsylvania State University. It comprises academic researchers and a network of corporate members who provide funding and participate in educational and knowledge exchange activities[1][2].

Established in 1983, ISBM is an academic–industry consortium focused on business-to-business (B2B) marketing and innovation. The Institute’s purpose is to support research in B2B markets and to facilitate communication between academic researchers and industry practitioners. ISBM conducts and disseminates research on B2B marketing, including buyer behavior, innovation, and value creation, and sponsors educational programs for practitioners and academics[2].

Through its funded research and collaborations, ISBM has contributed to the development and diffusion of several recognized frameworks in B2B marketing, including the Voice of the Customer (VOC) methodology[3], the Stage-Gate[4] process for new product development, and principles of value-proposition design[5][6].

A 2007 profile in Sales and Marketing Management noted that ISBM was founded to expand research in B2B marketing and to make that research applicable for use by member companies[7].

History

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The Institute was conceived in the early 1980s in response to limited academic focus on B2B marketing. One of its founders, Dr. Irv Gross, developed the concept based on his professional background in operations research and marketing research at DuPont and his academic work at the Wharton School and Monash University. Gross and his colleagues observed that most marketing research and teaching focused on consumer markets, despite a significant proportion of marketing activity occurring in business markets[8][2].

ISBM was formally established in 1983 with four founding corporate sponsors: DuPont, AT&T, General Electric, and Control Data Corporation. Gross served as Executive Director, with Gary Lilien[6] as Research Director and Dave Wilson as Managing Director[8][2]. By 1987, additional sponsors included companies such as Alcoa, Westinghouse Electric Corporation, PPG, U.S. West, and Donaldson Company[9].

Since its inception, ISBM has supported academic research and industry collaboration. In its first 25 years, it supported more than 250 researchers[10], whose work resulted in over 80 peer-reviewed publications in B2B marketing[11]. ISBM has also developed an international research community that includes over 35 Research and Practice Fellows[12].

Selected milestones include:

  • 1985: Launch of the first course, Market-Oriented Business Strategy.
  • 1986: Initiation of the ISBM Working Paper Series and newsletter Marketplace.
  • 1988: Partnership with the Industrial Marketing and Purchasing (IMP) Group and the University of Massachusetts Lowell.
  • 1992: Introduction of the Doctoral Support Award competition[13].
  • 1996: Leadership transition from Dr. Gross to Ralph Oliva as Executive Director[14][10].
  • 2003: ISBM celebrated its 20th anniversary.
  • 2005:  Moved into the new state-of-the-art Business Building on Penn State’s University Park campus and launched the first Business-to-Business Doctoral Research Camp[15][16].
  • 2006: ISBM has 60 corportate members[17].
  • 2015: Membership exceeded 70 corporate firms[18].
  • 2019: Established an external, corporation-focused LLC to disseminate knowledge and financially support the academic research coordinated by ISBM and conducted across its network of Academics from many Universities[19].
  • 2024: ISBM celebrated its 40th Anniversary, “Foresight in B2B: The Next 40 Years in B2B Marketing” at Penn State with a joint meeting of academic researchers, practitioners, and corporate members[20][21].

As of 2025, the ISBM maintains a network of 20 corporate members, partnering with an extensive research network. It lists 39 academic research fellows from 38 universities and 9 practice fellows from B2B consulting firms[12][22].

Mission and Objectives

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The Institute for the Study of Business Markets (ISBM) advances both academic and applied research in business-to-business (B2B) marketing and communications. Its mission is to strengthen B2B marketing as a distinct field of study and as a critical element of effective business practice.

ISBM conducts research, offers educational curriculum, and partners with industry experts to expand the understanding of B2B markets[2].

Academic Level:

[edit]

Housed within Penn State’s Smeal College of Business, ISBM supports a range of academic initiatives, including the biennial ISBM Academic Conference, the PhD Research Camp, and the ISBM PhD Seminar Series (IPSS)[23][13]. The Institute also provides research funding, dissertation awards, and opportunities for collaboration across universities to advance doctoral scholarship in B2B marketing[13][1].

Corporate Membership

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ISBM maintains a corporate membership program that links B2B marketing professionals with academic research and peer learning opportunities. Membership is held at the organizational level, allowing multiple representatives from each company to participate in ISBM activities[24].

Corporate membership activities include:

  • B2B Marketing Mastery TRACK™ – A four-part professional education program addressing topics such as marketing strategy, Voice of the Customer, pricing, and sales alignment[25].
  • Specialized Workshops – Sessions led by academic researchers and industry experts on subjects including artificial intelligence adoption, new product development, and established B2B marketing methodologies[24]

Publications and Knowledge Sharing

[edit]

ISBM has supported or produced several influential publications, including:

  • The Handbook of Business-to-Business Marketing, edited by Gary Lilien and Raj Grewal, a comprehensive resource covering B2B strategy, channels, pricing, buyer behavior, and analytics[26][27]
  • B2B Pulse, an online knowledge hub curating academic research, case studies, webinars, and reports tailored to practitioners and scholars.[26][28]
  • Principles of Marketing Engineering and Analytics, an accessible overview of the most widely used marketing engineering concepts and tools, written by Gary Lilien, Arvind Rangaswamy, Arnaud De Bruyn, and co-sponsored by the ISBM[29].

Leadership

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At Penn State, ISBM is led by a team of academic and professional staff:

  • Stefan Wuyts, Director and Professor of Marketing, Penn State[30][31]
  • J. Andrew Petersen, Associate Director and Associate Professor of Marketing, Penn State[31][32]
  • Lori Nicolini, Program & Event Manager, Penn State[31]
  • Sotires Pagiavlas, Editor of B2B Pulse and Assistant Professor of Marketing, Penn State[31][33]

The ISBM LLC, focusing on B2B Corporate members, events, and programs, is led by:

  • Paul Drees, ISBM Executive Director[22]
  • Rand Mendez, ISBM Executive Director[22]
  • Lynn Yanyo, ISBM Executive Director[34]

Emeritus leaders include:

  • Irv Gross - Founding Executive Director[2]
  • Gary L. Lilien - Research Director Emeritus[2]
  • Ralph Oliva - Executive Director Emeritus[2]

Academic Research Fellows[35] include:

  • Michael Ahearne - Professor and C.T. Bauer Chair in Marketing at the University of Houston, The Coca-Cola Company Chair of Marketing and Professor, Department of Marketing[12][36]
  • James C. Anderson - William L. Ford Professor Emeritus of Marketing and Wholesale Distribution at the Kellogg School of Management, Northwestern University[12][37]
  • Sundar Bharadwaj the Coca-Cola Company Chair of Marketing and Professor, University of Georgia[12][38][39]
  • Bob Cooper - Co-founder of Stage-Gate International, Professor Emeritus, McMaster University[12][40][41]
  • George S. Day - Geoffrey T. Boisi Professor Emeritus at the Wharton School of the University of Pennsylvania[12]
  • Liam Fahey - Co-founder and Executive Director of Leadership Forum, Inc.[12][42]
  • Srinath Gopalakrishna - David and Judy O’Neal MBA Professor, and Faculty Directory, MBA, University of Missouri[12][35][43]
  • Rajdeep Grewal - The Townsend Family Distinguished Professor of Marketing and Area Chair of Marketing, University of North Carolina[12][44]
  • Abbie Griffin - Presidential Professor Emerita at the University of Utah (Retired[12][45][46]
  • Mark Houston - Professor & Associate Dean of Research, Texas Christian University[12][47]
  • Sandy Jap - Sarah Beth Brown Professor of Marketing, Emory University[12][48]
  • Bernie Jaworski - Peter F. Drucker Chair in Management and the Liberal Arts, Claremont Graduate University[12][49]
  • Erich Joachimsthaler - Leading expert in strategy, branding, and innovation, and the founder and CEO of VIVALDI[12][50]
  • Wes Johnston - Retired CBIM RoundTable Professor of Marketing in the Robinson College of Business at Georgia State University[12][51]
  • Ajay K. Kohli - Gary T. and Elizabeth R. Jones Chair at Scheller College of Business, Georgia Institute of Technology[12][52]
  • V. Kumar Professor of Marketing and Goodman Academic-Industry Partnership Professor, Brock University[12][53]
  • Gary L. Lilien - Distinguished Research Professor Emeritus of Marketing, The Pennsylvania State University[2][12]
  • Das Narayandas - Edsel Bryant Ford Professor of Business Administration at the Harvard Business School[12][54]
  • James A. Narus - Professor Emeritus at Wake Forest University[12]
  • Robert W. Palmatier - Professor of Marketing at UW Foster School (researcher in sales and marketing strategy)[12]
  • Werner Reinartz - Professor of Marketing, University of Cologne (German economist and professor)[12]
  • Mohan Sawhney - Professor of Marketing and digital innovation at Kellogg School, consultant and author[12][55]
  • Lisa K. Scheer - Retired Emma S. Hibbs Distinguished Professor at the University of Missouri[12][56]
  • Don E. Schultz - Professor Emeritus of Service at Northwestern University's Medill School (deceased)[12]
  • Venky Shankar - Harold M. Brierley Endowed Professor, Southern Methodist University at SMU, marketing scholar and author widely cited[12][57]
  • Jagdish N. Sheth - Charles H. Kellstadt Professor of Marketing at the Goizueta Business School of Emory University[12]
  • Robert E. Spekman Tayloe Murphy Professor Emeritus at the University of Virginia Darden School of Business[12][58]
  • Shrihari Sridhar - Senior Associate Dean, Professor and Joe B. Foster Chair in Business Leadership, Presidential Impact Fellow, Texas A&M University[12][59]
  • Raji Srinivasan - Marketing Professor at the University of Texas[12][60]
  • Rajendra Srivastava - Novartis Professor of Marketing Strategy and Innovation at the Indian School of Business[12]
  • Gerard J. Tellis - Neely Chaired Professor of American Enterprise, Director of the Institute for Outlier Research in Marketing, Director of the Center for Global Innovation, at the USC Marshall School of Business[12][61]
  • Bob Thomas - Professor Emeritus of Marketing at Georgetown University[12][62]
  • Barton Weitz Professor of Marketing J.C. Penney Eminent Scholar at the University of Florida (deceased)[12][35][63]
  • Fred Wiersema - Retired Professor at Harvard University, Business Strategist[12][64]
  • Andy Zoltners - Frederic Esser Nemmers Distinguished Professor Emeritus of Marketing at the Kellogg School of Management at Northwestern University (deceased)[12][65]

Practice Fellows include:

  • Dan Adams - B2B marketing author and innovation expert (The AIM Institute founder)
  • Ralph Cummins - President and Managing Director, EMM Group
  • Gerry Katz - Vice Chairman Emeritus, Applied Marketing Science, Inc.[66]
  • Ralph Oliva - Director Emeritus, Penn State and ISBM[14][67]
  • Laura Patterson - Co-Founder at VisionEdge Marketing[68]
  • Joanne M. Smith - Founder and President of Price to Profits Consulting[69]

ISBM Supported Papers

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ISBM supported more than 164 researchers conducting foundational studies in B2B markets. This work led to over 85 peer-reviewed publications[22]:

Anderson, J. C., & Thomson, J. B. L. (1997). "Combining value and price to make purchase decisions in business models (ISBM Report 34-1997)". *Northwestern University*.

Anderson, James , & Narus, J.A. (2003), "Selectively Pursuing More of your Customer's Business," *Sloan Management Review*, 44 (3), 42-52.

Anderson, J. C., Narus, J. A., & Wouters, M. (2014, March). "Tiebreaker selling: How nonstrategic suppliers can help customers solve important problems "(Reprint R1403G). Harvard Business Review.

Anderson, J. C., Narus, J. A., & Van Rossum, W. (2006, March). Customer value propositions in business markets. Harvard Business Review. https://hbr.org/2006/03/customer-value-propositions-in-business-markets

Anderson, James C., James B. L. Thomson, and Finn Wynstra (2000), "Combining Value and Price to Make Purchase Decisions in Business Markets," *International Journal of Research in Marketing*, 17 (4), 307-29.

Bello, Daniel C., Shirish P. Dant, and Ritu Lohtia (1997), "Hybrid Governance: The Role of Transaction Costs, Production Costs and Strategic Considerations," *The Journal of Business & Industrial Marketing*, 12 (2), 118-33.

Bharadwaj, Neeraj (2000), "Customer Focus as a Driver of Vendor Performance and Customer Loyalty in Interorganizational Relationships," PhD Dissertation, *The University of Wisconsin - Madison*.

Bon, Joel Le and Dwight Merunka (1999), "Explaining and Managing Salespeople's Effort towards Competitive Intelligence: Evidences from the C.I.A. Salesperson Scale," in *AMA Summer Educator's Conference Proceedings*. San Francisco, CA.

Cannon, Joseph, P. and Christian Homburg (2001), "Buyers-Supplier Relationships and Customer Firm Costs," *Journal of Marketing*, 65 (1), 29-44.

Chandrashekaran, Murali and Rajiv K. Sinha (1995), "Isolating the Determinants of Innovativeness: A Split-Population Tobit (SPOT) Duration Model of Timing and Volume of First and Repeat Purchase," *Journal of Marketing Research*, 32 (4), 444-57.

Chandy, Rajesh K. and Gerard J. Tellis (1998), "Organizing for Radical Product Innovation: The Overlooked Role of Willingness to Cannibalize," *Journal of Marketing Research*, 35 (4), 474-88.

Chatterjee, S. (1996). "Bottleneck in the implementation of direct marketing in the industrial context: Paradoxical behaviour of salespeople? (ISBM Report 15-1996)". *Fairfield University*.

Corey, Robert J. and David T. Wilson (1994), "Using Motivation as a Basis for Understanding and Improving Direct Marketing Relationships," *Journal of Direct Marketing*, 8 (4), 28-40.

Danneels, Erwin and Elko J. Kleinschmidt (2001), "Product Innovativeness from the Firm's Perspective: Its Dimensions and their Relation with Project Selection and Performance," *The Journal of Product Innovation Management*, 18 (6), 357-73.

Danneels, Erwin and Gary L. Lilien (1998), "Doctoral Programs in Business-to-Business Marketing: Status and Prospects," *Journal of Business to Business Marketing*, 5 (1,2), 7-34.

Dawes, Philip L., Don Y. Lee, and Grahame R. Dowling (1999), "Informal Information Control in Complex Technological Purchase Situations," *Journal of High Technology Management Research*, 10 (2), 377-402.

Dearden, James A., Gary L. Lilien, and Eunsang Yoon (1999), "Marketing and Production Capacity Strategy for Non-differentiated Products: Winning and Losing at the Capacity Cycle Game," *International Journal of Research in Marketing*, 16 (1), 57-75.

Dekimpe, Marnik G., Pierre Francois, Srinath Gopalakrishna, Gary L. Lilien, and Christophe Van den Bulte (1997), "Generalizing About Trade Show Effectiveness: A Cross-National Comparison," *Journal of Marketing*, 61 (4), 55-65.

DeSarbo, Wayne S., Kamel Jedidi, and Indrajit Sinha (2001), "Customer Value Analysis in a Heterogeneous Market," *Strategic Management Journal*, 22 (9), 845-57.

Donath, Bob (2001), "Creating your Next Breakthrough: Harness 'Discontinuous Thinking' to Shatter Conventional Thinking in Processes, Products, Services, and eBusiness.," *Institute of the Study of Business Markets Report 13-2001*, 1-86.

Eggert, Andreas, Wolfgang Ulaga, and Franziska Schultz (2006), "Value Creation in the Relationship Life Cycle: A Quasi-longitudinal Analysis," *Industrial Marketing Management*, 35 (1), 20-27.

Eugene, Sivadas and Robert F. Dwyer (2000), "An Examination of Organizational Factors Influencing New Product Success in Internal and Alliance-based Processes," *Journal of Marketing*, 64 (1), 31-50.

Fein, A. J., & Jap, S. (1998). "Managing consolidation in your channel (ISBM Report 10-1998)". *Pembroke Consulting, Inc.; MIT Sloan School of Management*.

Fein, Adam J. and Sandy D. Jap (1999), "Manage Consolidation in the Distribution Channel," *Sloan Management Review*, 41 (Fall), 61-72.

Fontenot, Renee J., Richard P. Vlosky, Elizabeth J. Wilson, and David T. Wilson (1998), "A Model of Buyer-Seller Relationship Structure Effects on Firm Performance," in *AMA Winter Educators' Conference Proceedings* Vol. 9. Austin, Texas.

Frambach, Ruud T. and Niels Schillewaert (2002), "Organizational Innovation Adoption: A Multi-level Framework of Determinants and Opportunities for Future Research," *Journal of Business Research*, 55 (2), 163-76.

Gauvin, Stephane and Rajiv K. Sinha (1993), "Innovativeness in Industrial Organizations: A Two-stage Model of Adoption," *International Journal of Research in Marketing*, 10 (2), 165-84.

Gaski, John F. and Nina M. Ray (2004), "Alienation in the Distribution Channel: Conceptual, Measurement, and Initial Theory Testing," *International Journal of Physical Distribution & Logistics Management*, 34 (1/2), 158-200.

Griffin, Abbie (1997), "Modeling and Measuring Product Development Cycle Time across Industries," *Journal of Engineering and Technology Management*, 14 (1), 1-24.

Griffin, Abbie and Albert L. Page (1996), "PDMA Success Measurement Project: Recommended Measures for Product Development Success and Failure," *The Journal of Product Innovation Management*, 13 (6), 478-97.

Griffin, Abbie and John R. Hauser (1996), "Integrating R&D and Marketing: A Review and Analysis of the Literature," *The Journal of Product Innovation Management*, 13 (3), 191-216.

Grewal, Rajdeep and Ravi Dharwadkar (2002), "The Role of the Institutional Environment In Marketing Channels," *Journal of Marketing*, 66 (3), 82-97.

Homburg, Christian, Janna Schneider, and Martin Fassnacht (2003), "Opposites Attract, but Similarity Works: A Study of Interorganizational Similarity in Marketing Channels," *Journal of Business to Business Marketing*, 10 (1), 31-54.

Homburg, Christian, Martin Fassnacht, and Christof Guenther (2003), "The Role of Soft Factors in Implementing a Service-oriented Strategy in Industrial Marketing Companies," *Journal of Business to Business Marketing*, 10 (2), 23-49.

Homburg, Cristian and Bernd Garbe (1999), "Towards an Improved Understanding of Industrial Services: Quality Dimensions and their Impact on Buyer-Seller Relationships," *Journal of Business to Business Marketing*, 6 (2), 39-72.

Hultink, Erik Jan, Abbie Griffin, Susan Hart, and Henry S. J. Robben (1997), "Industrial New Product Launch Strategies and Product Development Performance," *The Journal of Product Innovation Management*, 14 (4), 243-58.

Hwang, P. and J. David Lichtenthal (2000), "Anatomy of Organizational Crises," *Journal of Contingencies and Crisis Management*, 8, 129-40.

Ingenbleek, Paul, Marion Debruyne, Ruud T. Frambach, and Theo M. M. Verhallen (2004), "On Cost-Informed Pricing and Customer Value: A Resource-Advantage Perspective on Industrial Innovation Pricing Practices," *Research Policy*, 33 (2), 351-62.

Ingenbleek, Paul, Marion Debryune, Ruud T. Frambach, and Theo M. M. Verhallen (2003), "Successful New Product Pricing Practices: A Contingency Approach," *Marketing Letters*, 14 (4), 289-305.

Kim, Jane J. and Opdyke, Jeff D. (2006), "Individual Investors Shift Assets to Stocks; Brokers Report Near-Record Trading Activity, Investment Flows; Moving Out of Real Estate," *Wall Street Journal* (Feb 23), D.1.

Klemz, Bruce R. and Thomas S. Gruca (2001), "Managerial Assessment of Potential Entrants: Processes and Pitfalls," *International Journal of Research in Marketing*, 18 (1,2), 37-51.

Kohli, Chiranjeevi and Douglas W. LaBahn (1997), "Observations: Creating Effective Brand Names: A Study of Naming Process," *Journal of Advertising Research*, 37 (1), 67-76.

Kothandaraman, Prabakar and David T. Wilson (2000), "Implementing Relationship Strategy," *Industrial Marketing Management*, 29 (4), 339-49.

Kothandaraman, Prabakar and David T. Wilson (2001), "The Future of Competition: Value-creating Networks," *Industrial Marketing Management*, 30 (4), 379-89.

Kumar, Nirmalya, Lisa K. Scheer, and Jan-Benedict E. M. Steenkamp (1995), "The Effects of Supplier Fairness on Vulnerable Resellers," *Journal of Marketing Research*, 32 (1), 54-66.

Kumar, Nirmalya, Louis W. Stern, and James C. Anderson (1993), "Conducting Interorganizational Research using Key Informants," *Academy of Management Journal*, 36 (6), 1633-52.

Kumar, Piyush (2002), "The Impact of Performance, Cost, and Competitive Considerations on the Relationship between Satisfaction and Repurchase Intent in Business Markets," *Journal of Service Research*, 5 (1), 55-69.

Kumar, Piyush, Manohar U. Kalwani, and Maqbool Dada (1997), "The Impact of Waiting Time Guarantees on Customers' Waiting Experiences," *Marketing Science*, 16 (4), 295-315.

LaBahn, Douglas W. (1996), "Advertiser Perceptions of Fair Compensation, Confidentiality, and Rapport," *Journal of Advertising Research*, 36 (2), 28-39.

LaBahn, Douglas W. and Katrin R. Harich (1997), "Sensitivity to National Business Culture: Effects on U.S.-Mexican Channel Relationship Performance," *Journal of International Marketing*, 5 (4), 29-52.

Laing, Angus W. and Paul C.S. Lian (2005), "Inter-Organisational Relationships in Professional Services: Towards a Typology of Service Relationships," *The Journal of Services Marketing*, 19 (2), 114-28.

Li, Julie Juan, Kevin Zheng Zhou, Simon S. K. Lam, and David K. Tse (2006), "Active Trust Development of Local Senior Managers in International Subsidiaries," *Journal of Business Research*, 59 (1), 73-80.

Lichtenthal, J. David (2004), "Business Buyer Relationship Management Through Seamless Internet Integration," *Journal of Relationship Marketing*, 2 (3,4), 67-83.

Lichtenthal, J. David and David Shani (2000), "Fostering Client-Agency Relationships: A Business Buying Behavior Perspective," *Journal of Business Research*, 49 (3), 213-28.

Lichtenthal, J. David and Shay Eliaz (2003), "Internet Integration in Business Marketing tactics," *Industrial Marketing Management*, 32 (1), 3-13.

Lichtenthal, J. David and Thomas Tellefsen (2001), "Toward a Theory of Business Buyer-Seller Similarity," *The Journal of Personal Selling & Sales Management*, 21 (1), 1-14.

Lichtenthal, J. David, Vivek Yadav, and Naveen Donthu (2006), "Outdoor Advertising for Business Markets," *Industrial Marketing Management*, 35 (2), 236-47.

Lilien, Gary L., Arvind Rangaswamy, Gerrit H. Van Bruggen, and Berend Wierenga (2002b), "Bridging the Marketing Theory - Practice Gap with Marketing Engineering," *Journal of Business Research*, 55 (2), 111-21.

Lilien, Gary L., Arvind Rangaswamy, Gerrit H. Van Bruggen, and Katrin Starke (2004), "DSS Effectiveness in Marketing Resource Allocation Decisions: Reality vs. Perception," *Information Systems Research*, 15 (3), 216-36.

Lilien, Gary L., Pamela D. Morrison, Kathleen Searls, Mary Sonnack, and Eric von Hippel (2002a), "Performance Assessment of the Lead User Idea-Generation Process for New Product Development," *Management Science*, 48 (8), 1042-60.

Lilien, Gary, L. and Arvind Rangaswamy (2000), "Modeled to Bits: Decision Models for the Digital, Networked Economy," *International Journal of Research in Marketing*, 17 (2,3), 227-35.

Liu, Annie H., Mark P. Leach, and Kenneth L. Bernhardt (2005), "Examining Customer Value Perceptions of Organizational Buyers when Sourcing from Multiple Vendors," *Journal of Business Research*, 58 (5), 559-68.

Lynn, Gary S. and Richard R. Reilly (2000), "Measuring Team Performance," *Research Technology Management*, 43 (2), 48-57.

Lynn, Gary, S., Ali E. Akgun, and Jalit Keskin (2003), "Accelerated Learning in New Product Development Teams," *European Journal of Innovation Management*, 6 (4), 201-13.

Madhavan, Ravindranath and Rajiv Grover (1998), "From Embedded Knowledge to Embodied Knowledge: New Product Development as Knowledge Management," *Journal of Marketing*, 62 (4), 1-12.

Mizik, Natalie and Robert Jacobson (2004), "Are Physicians 'Easy Marks'? Quantifying the Effects of Detailing and Sampling on New Prescriptions," *Management Science*, 50 (12), 1704-16.

Morrison, Pamela D., John H. Roberts, and Eric von Hippel (2000), "Determinants of User Innovation and Innovation Sharing in a Local Market," *Management Science*, 46 (12), 1513-27.

Morrison, Pamela D., John H. Roberts, and David F. Midgley (2004), "The Nature of Lead Users and Measurement of Leading Edge Status," *Research Policy*, 33 (2), 351-67.

Nanda, A., & Narayandas, D. (2021, March–April). What professional service firms must do to thrive. Harvard Business Review. https://hbr.org/2021/03/what-professional‐service‐firms‐must‐do‐to-thrive.

Narus, James A. and James C. Anderson (1996), "Rethinking Distribution: Adaptive Channels," *Harvard Business Review*, 74 (4), 112-21.

Noble, Peter M. and Thomas S. Gruca (1999), "Industrial Pricing: Theory and Managerial Practice," *Marketing Science*, 18 (3), 435-55.

Osmonbekov, Talai and Daniel C. Bello (2004), "e-Business Infusion in Manufacturer-Reseller Relationships: Impact on Channel Effectiveness," in *AMA Summer Educators' Conference Proceedings* Vol. 15. Boston, MA.

Peter, Anil (1998), "Customer Database Harvesting and its Relationship to Selling Performance," PhD Dissertation, *University of Southern California*.

Phillips, Joan M. (1996), "How Informants Report about Interorganizational Relationships," PhD Dissertation, *University of Illinois at Urbana-Champaign*.

Rangaswamy, Arvind and Richard G. Shell (1997), "Using Computers to Realize Joint Gains in Negotiations: Toward an 'Electronic Bargaining Table'," *Management Science*, 43 (8), 1147-64.

Richard, Pierre J. and Timothy M. Devinney (2005), "Modular Strategies: B2B Technology and Architectural Knowledge," *California Management Review*, 47 (4), 86-115.

Rindfleisch, Aric (2000), "Organizational Trust and Interfirm Cooperation: An Examination of Horizontal versus Vertical Alliances," *Marketing Letters*, 11 (1), 81-95.

Rodriguez, Carlos M. and David T. Wilson (2002), "Relationship Bonding and Trust as a Foundation for Commitment in U.S.-Mexican Strategic Alliances: A Structural Equation Modeling Approach," *Journal of International Marketing*, 10 (4), 53-78.

Ross Brennan, D., Peter W. Turnbull, and David T. Wilson (2003), "Dyadic Adaptation in Business-to-Business Markets," *European Journal of Marketing*, 37 (11/12), 1636-38.

Roy, Subroto and K. Sivakumar (2000), "Innovation Generation in Business-to-Business Markets: A Conceptual Model and Research Propositions," in *AMA Winter Educators' Conference Proceedings* Vol. 11. San Antonio, Texas.

Roy, Subroto, K. Sivakumar, and Ian Wilkinson (2004), "Innovation Generation in Supply Chain Relationships: A Conceptual Model and Research Proposition," *Journal of the Academy of Marketing Science*, 32 (1), 61-79.

Sawhney, Celly Kirti and Gary L. Frazier (1996), "Outcome-based and Behavior-based Coordination Efforts in Channel Relationships," *Journal of Marketing Research*, 33 (2), 200-11.

Schillewaert, Niels, Michael J. Ahearne, Ruud T. Frambach, and Rudy K. Moenaert (2005), "The Adoption of Information Technology in the Sales Force," *Industrial Marketing Management*, 34 (4), 323-36.

Smith, Timothy M. and Paul M. Smith (1999), "Distributor and End-user Trade Show Attendance Objectives: An Opportunity for Adaptive Selling," *Forest Products Journal*, 49 (1), 23-30.

Smith, Timothy M., Srinath Gopalakrishna, and Paul M. Smith (2004), "The Complementary Effect of Trade Shows on Personal Selling," *International Journal of Research in Marketing*, 21 (1), 61-76.

Srinivasan, Raji, Arvind Rangaswamy, and Gary L. Lilien (2005), "Turning Adversity into Advantage: Does Proactive Marketing during a Recession Pay Off?," *International Journal of Research in Marketing*, 22 (2), 109-25.

Srinivasan, Raji, Gary L. Lilien, and Arvind Rangaswamy (2002), "Technological Opportunism and Radical Technology Adoption: An Application to e-Business," *Journal of Marketing*, 66 (3), 47-61.

Srinivasan, Raji, Gary L. Lilien, and Arvind Rangaswamy (2004), "First in, First out? The Effects of Network Externalities on Pioneer Survival," *Journal of Marketing*, 68 (1), 41-60.

Srinivasan, Raji, Gary L. Lilien, and Arvind Rangaswamy (2006), "The Emergence of Dominant Designs," *Journal of Marketing*, 70 (2), 1-17.

Strauss, S. (2002). "The impact of free riding on price and service competition in the presence of e-commerce retailers (ISBM Report 3-2002)". *Yale University*.

Ulaga, Wolfgang and Andreas Eggert (2005), "Relationship Value in Business Markets: The Construct and its Dimensions," *Journal of Business to Business Marketing*, 12 (1), 73-99.

Van Bruggen, Gerrit H., Gary L. Lilien, and Manish Kacker (2002), "Informants in Organizational Marketing Research: Why use Multiple Informants and How to Aggregate Responses," *Journal of Marketing Research*, 39 (4), 469-79.

Van Bruggen, Gerrit H., Manish Kacker, and Chantal Nieuwlaat (2005), "The Impact of Channel Function Performance on Buyer-Seller Relationships in Marketing Channels," *International Journal of Research in Marketing*, 22 (2), 141-58.

Van den Bulte, Christophe and Gary L. Lilien (2001a), "Two-Stage Partial Observability Models of Innovation Adoption," Working Paper.

Van den Bulte, Christophe and Gary L. Lilien (2001b), "Medical Innovation Revisited: Social Contagion versus Marketing Effort," *The American Journal of Sociology*, 106 (5), 1409-37.

Van den Bulte, Christophe and Gary Lilien, L. (1997), "Bias and Systemic Change in the Parametric Estimates of Macro-level Diffusion Models," *Marketing Science (1986-1998)*, 16 (4), 338-54.

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