ISBM Research
N E W S L E T T E R
September 8, 2011
Volume 4, Issue 2
IN THIS ISSUE . . .
In This Issue . . .
In This Issue ............................................ 1
Handbook of Business to Business Marketing
In Production .................................... 2
From the Membership ... Upcoming Members’
Meeting - Reinventing Innovation:
Driving Growth Beyond the Core Product
in Business Markets .............................5
IPSS Update: ISBM Ph.D. Seminar Series
Fall 2011 ..........................................5
2011 Doctoral Support Competition ............6
Other Announcements ................................7
W
e go to press (do we still do that in the
internet age?) just as summer winds
down and Fall classes are beginning.
Hence, there are three features that this issue
of the Newsletter always carries—the Fall IPSS
Classes, the Fall ISBM Members’ Meeting, and
the Dissertation Support Award Completion.
But before we get to these, we would like to
highlight the feature of this Newsletter—the
soon-to-be published Handbook of Business to
Raj Grewal
Gary L. Lilien
Business Marketing. The Handbook has 38
chapters and will be the definitive book of its type for B2B academics and their graduate
students. It should also prove useful for practitioners seeking thought leadership on
important areas of practice. There is much for everyone in the Handbook, and we
expect it to be available just after the first of the year…we will have a publication update
in the next Newsletter. Here, we provide a summary of the Handbook and a table of
contents. Abstracts of the articles will be available at http://handbook.isbm.org, along
with contact information for the authors. (Please contact the authors directly if you
want a pre-print of their chapter—they can provide but we cannot.)
The Fall IPSS course lineup includes Abbie Griffin, covering Qualitative Methods and
Raji Srinivasan covering B2B Marketing Metrics. Both have been very well received in
the past and we encourage you to urge your doctoral students to enroll.
Sept 15 is the deadline for the 21st annual ISBM dissertation support award
completion. Details are included in the newsletter as well as on the ISBM website.
Finally, Ralph Oliva’s “From the Membership column includes an overview of the Fall
Members’ Meeting and an invitation for academics to attend at a special discounted
price. There is no better way to interact with B2B practitioners than to attend
the meeting. The meeting will provide great examples for the classroom as well as
inspiration for your research. We urge you to consider attending. (Sorry—no football
events included)
All the best,
Gary and Raj
CONTACT INFORMATION
Research Director
Gary L. Lilien, (GLilien@psu.edu)
Associate Research Director
Rajdeep Grewal, (rgrewal@psu.edu)
Executive Director
Ralph Oliva, (ROliva@psu.edu)
Institute for the Study of Business Markets
Smeal College of Business
The Pennsylvania State University
484 Business Building
University Park, PA 16802
USA
+1-814-863-2782 • WWW.ISBM.ORG
Gary L. Lilien
Research Director
Institute for the Study
of Business Markets
Raj Grewal
Associate Research Director
Institute for the Study
of Business Markets
As always, we hope you find this issue a valuable resource to connect with the ISBM community
(practitioners, faculty, and students) around the world. If you would like to suggest or contribute
items, please let either of us know. This issue and past issues or our newsletter can be found at
http://isbm.smeal.psu.edu/research/isbm-research-newsletter.
PAGE 2
Handbook of Business to Business Marketing in
Production!
W
e are pleased and excited
to report that the
Handbook of Business to
Business Marketing that we have
been working on for the past two
years is now with the publisher--Edward Elgar Publishers—and
is due to be out in print in
early 2012. (The Handbook is
sponsored and co-published by the ISBM).
The Handbook is targeted primarily at marketing academics
and graduate students who want a complete overview of the
academic state of the BtoB marketing domain. The Handbook
will also be useful for forward thinking BtoB practitioners
who want to be aware of the current state of knowledge in
their domains. Each chapter1 provides (1) Perspectives of
the problem area both from an academic and a managerial
perspective (state of theory and state of practice) (2) A concise
state-of-art review summarizing what we know about the area
and (3) A research agenda for the domain.
Section 1 of the Handbook has a single, overview chapter that
we wrote. We divided the remaining 37 chapters into six other
sections as follows:
2. Perspectives in B2B research
3. B2B marketing mix and strategy
4. Interfirm relationships in B2B markets
5. Personal selling and sales management
6. Technology and B2B marketing
7. Methodological issues.
Section 2 contains eight chapters that provide a variety of lenses
to view diverse B2B marketing issues. In Chapter 2, Oliva
takes a high-level, value-based perspective on B2B markets
and, based on his experience as a practitioner and his nearly 20
years as executive director of the ISBM, suggests why and how
marketing organizations in B2B firms should view themselves
as value-creating operations for the focal organization and
that organization’s customers. Banerjee, Bergen, Dutta and
Ray apply an agency theory lens to the study of B2B markets
in Chapter 3 and focus on the role of independent agents,
including how B2B firms should structure their relationships
with independent agents. They also discuss recent developments
in agency theory that incorporate multitasking, nonlinear
compensation and structural econometric methods. In Chapter
4, Ghosh and John focus on governance value analysis,
which integrates governance and strategy perspectives. They
develop the notion of a ‘value frame’ to develop and assess the
foundational architecture of strategic choice in value chains.
Next, in Chapter 5, Wyuts and Van den Bulte investigate and
apply a network governance approach, recognizing that firms
1
in B2B markets operate in a social network of firms, and then
theorize how firms might use their network position to govern
their interactions with other firms. In Chapter 6, Morgan and
Slotegraaf develop a marketing capabilities framework for B2B
firms, in which they categorize a firm’s marketing capabilities
according to their lower-to-higher order (essentially, complexity
and sophistication) and the organizational level at which those
capabilities exist. Their chapter provides both a rich new set
of research opportunities and a useful skills and capabilities
inventory for B2B firms. Chapter 7 contains Lusch and Vargo’s
discussion of the ideas behind the service-dominant logic that
B2B firms can use to gain competitive advantage; this logic
views all B2B offerings as services and provides the rationale for
firms to focus on customer experience and solutions to develop
a sustainable and profitable service orientation. Cespedes then
tackles the thorny issues related to managing the marketing–
sales interface in B2B firms in Chapter 8; these issues are minor
for most B2C firms but are of pervasive importance and yet
understudied in the B2B domain. Finally, Chapter 9 provides
Fahey’s discussion of the critical importance of competitive
intelligence in B2B markets, which consists of three interrelated
activities: description, interpretation and assessment.
The “B2B Marketing Mix and Strategy” section contains five
chapters. In Chapter 10, Schultz examines issues related to
marketing communication in B2B markets and focuses on
the marketing communication challenges that arise from the
recent, dramatic advances in communications technology and
the emergence of a global, networked world. In Chapter 11,
Thomas discusses segmentation issues. Because of the small
number of customers, their extensive heterogeneity and their
diverse needs, segmentation approaches that have seen great
success in the B2C world fall short in the B2B domain. He thus
outlines some approaches that work and identifies important
areas in need of research and methodological development.
In Chapter 12, Keller and Kotler discuss the central role that
brands and branding play in the B2B marketplace and provide
guidelines for managing the branding function in B2B firms,
which they predict will permeate the entire organization. In
Chapter 13 Gopalakrishna and Lilien focus on the central role
trade shows play in the communication mix for B2B firms and
examine trade shows from the perspective of the three main
organizational actors: exhibitors, attendees and show organizers.
The final chapter of this section (Chapter 14) contains
Cressman’s discussion of the concepts and components of value
pricing in B2B markets; he provides a systematic approach to
implement value pricing in B2B firms.
Interfirm relationships are central to B2B marketing; Section
4, “Interfirm Relationships in B2B Markets,” comprises eight
chapters on this critical issue. In Chapter 15, Bowman notes
that buyer–seller relationships evolve over time and require a
longitudinal perspective, to understand their evolution and
manage those relationships properly. Beck and Palmatier
advocate a multilevel, relationship marketing approach to
See http://handbook.isbm.org for full titles, abstracts, and contact details for the authors to request pre-publication copies of any of the chapters.
continued on page 3
PAGE 3
Handbook of Business to Business Marketing in
Production! continued from page 2
understand and manage interfirm relationships in Chapter 16.
Then in Chapter 17, Venkatesan, Reinartz, and Kumar discuss
how to apply customer relationship marketing concepts to B2B
firms, with a focus on how to adapt the tools of customer lifetime
value measurement and management to this domain. Chapter 18
finds Scheer’s investigation of trust, the most frequently studied
construct in B2B interfirm relationships. She also stresses the
need to research the still poorly understood negative consequences
of trust, in addition to the much more frequently studied positive
consequences. In Chapter 19, Spekman discusses the complexities
inherent in developing strategic alliances in B2B markets, which
can undermine the strategic use of such alliances to gain access
to B2B markets. Next, in Chapter 20, Ho and Ganesan discuss
the importance of learning in coopetative relationships, that is,
relationships that involve cooperative ventures with competitors.
In Chapter 21, Johnston and Chandler elaborate on the history of
the study of organizational buying and the emerging challenges in
the domain, where buying centers must do much more than buy;
they also must focus on innovation, knowledge management and
brands. Finally, in Chapter 22 Varadarajan stresses the importance
of outsourcing interfirm relationships in global B2B markets and
provides a fresh, insightful view of this increasingly important
form interfirm relationship.
The seven chapters in the “Personal Selling and Sales
Management” section focus on the most important promotional
element for B2B firms. In Chapter 23, Weitz and Bradford
discuss the two main roles of B2B salespeople, the traditional
influencer role and the emerging value-creator/relationshipmanager role, and suggest what those roles mean for researchers
and practitioners. Singh, Marinova, and Brown view salespeople
as critical to establish and maintain connectivity with customers,
and thus, in Chapter 24, theorize that salespeople provide a
significant, sustainable competitive advantage. In Chapter 25,
Homburg and Bornemann focus on the importance of and
research issues related to key account management that can
help develop and sustain strategic interfirm relationships. Then
in Chapter 26, Coughlan and Joseph organize and summarize
empirical and analytic research on sales force compensation,
identify best practices and lay out research challenges. Ahearne
and Lam develop a two-dimensional typology for sales force
performance in Chapter 27, featuring valence (positive versus
negative) and measurement (behavioral versus outcome).
Zoltners, Sinha, and Lorimer take a managerial perspective
in Chapter 28 to outline a sales force systems framework that
they have helped implement successfully to build winning sales
forces in many B2B firms. In Chapter 29, the final chapter of
this section, Mantrala and Albers discuss the effects of Internetenabled technologies on the appropriate size and structure of the
B2B sales force.
Reflecting the importance of technology in the B2B domain,
Section 6 comprises five chapters. In Chapter 30, Mohr,
Sengupta, and Slater propose a theory for marketing hightech B2B products and employ a contingency approach to
address differences in marketing strategy for different types of
innovations. In Chapter 31, Tellis, Chandy, and Prabhu present
a three-stage conceptualization of the B2B innovation process—
development, commercialization and fruits of innovation—and
propose key research questions associated with each stage. Then
Cooper expands on his Stage-Gate system for product innovation
in Chapter 32 and discusses recent developments in practice
related to idea development, project selection and new product
development process improvements. In Chapter 33, Shankar
provides an overview of B2B e-commerce, discussing electronic
data interchange, extranets, B2B exchanges and international
B2B e-commerce. In the final chapter in this section (Chapter
34), Haruvy and Jap discuss challenges underlying the design and
execution of dynamic pricing mechanisms (particularly auctions)
for B2B commerce.
The last section, “Methodological Issues,” contains four chapters.
The first two are devoted to the qualitative research methods
that have seen widespread use in B2B academic work published
to date. In Chapter 35, Griffin discusses when to use qualitative
research and how to pursue such research with scientific rigor,
and then in Chapter 36, Woodside and Baxter complement
her discussion with a focus on the role and execution of casebased research—a specific type of qualitative B2B research. In
Chapter 37, Rindfleisch and Antia discuss the challenges that
survey researchers in B2B markets face and provide guidelines
for producing more rigorous academic research that employs this
methodology. Chapter 38 represents both the final chapter in
this section and the closing chapter of the book; there Srinivasan
discusses the challenges for developing marketing metrics in B2B
markets, specifically when these metrics pertain to measures of
performance.
We are sure you will find many omissions here; in particular,
many more methodological issues are relevant for B2B research
than those discussed in Section 7. However we chose a ‘glass
half-full’ perspective: What these expert authors have covered,
though far from exhaustive, is important, provocative and likely
to provide intriguing research directions for academics along with
useful guidance for practitioners.
We hope you are looking forward to the publication of this path
breaking Handbook. Below is the Table of Content for you
to view; please go to http://handbook.isbm.org for full titles,
abstracts and author contact details will be available if you want
an advanced copy of any of it.
Handbook of Business-to-Business Marketing
Contents
Part 1: Introduction and Overview
1
Business-to-Business Marketing: Looking Back, Looking Forward
Rajdeep Grewal and Gary L. Lilien
Part 2: Perspectives in B2B Research
2
A High-Level Overview: A Value Perspective on the Practice of Businessto-Business Marketing
Ralph Oliva
continued on page 4
PAGE 4
Handbook of Business to Business Marketing in
Production! continued from page 3
3
Applications of Agency Theory in B2B Marketing: Review and Future
Directions
Ranjan Banerjee, Mark Bergen, Shantanu Dutta and Souray Ray
4
Progress and Prospects for Governance Value Analysis in Marketing:
When Porter Meets Williamson
Mrinal Ghosh and George John
5
Network Governance
Stefan Wuyts and Christophe Van den Bulte
6
Marketing Capabilities for B2B Firms
Neil A. Morgan and Rebecca J. Slotegraaf
7
Gaining Competitive Advantage with Service-Dominant Logic
Robert F. Lusch and Stephen L. Vargo
8
Coordinating Marketing and Sales in B2B Organizations
Frank Cespedes
9
Competitor Intelligence: Enabling B2B Marketing Strategy
Liam Fahey
Part 3: B2B Marketing Mix and Strategy
10 B2B Marketing Communication in a Transformational Marketplace
Don E. Schultz
11 Business-to-Business Market Segmentation
Robert J. Thomas
12 Branding in B2B Firms
Kevin Lane Keller and Philip Kotler
13 Trade Shows in the Business Marketing Communications Mix
Srinath Gopalakrishna and Gary L. Lilien
14 Value-Based Pricing: A State-of-the-Art Review
George E. Cressman Jr.
Part 4: Interfirm Relationships in B2B Markets
15 Evolution of Buyer–Seller Relationships
Douglas Bowman
16 Relationship Marketing
Robert W. Palmatier and Joshua T. Beck
17 Customer Relationship Management in Business Markets
Rajkumar Venkatesan, V. Kumar and Werner Reinartz
18 Trust, Distrust and Confidence in B2B Relationships
Lisa K. Scheer
19 Strategic Alliances in a Business-to-Business Environment
Robert E. Spekman
20 Learning in Coopetitive Relationships
Shankar Ganesan and Hillbun (Dixon) Ho
21 The Organizational Buying Center: Innovation, Knowledge
Management and Brand
Wesley J. Johnston and Jennifer D. Chandler
22 B2B Relationship Underpinnings of Outsourcing
Rajan Varadarajan
Part 5: Personal Selling and Sales Management
23 Salesperson Effectiveness: A Behavioral Perspective
Kevin Bradford and Barton A. Weitz
24 Boundary Work and Customer Connectivity in B2B Front Lines
Jagdip Singh, Detelina Marinova and Steven Brown
25 Key Account Management
Christian Homburg and Torsten Bornemann
26 Sales Force Compensation: Research Insights and Research Potential
Anne T. Coughlan and Kissan Joseph
27 Sales Force Performance: A Typology and Future Research Priorities
Michael Ahearne and Son K. Lam
28 Building a Winning Sales Force in B2B Markets: A Managerial
Perspective
Andris A. Zoltners, Prabhakant Sinha and Sally E. Lorimer
29 The Impact of the Internet on B2B Sales Force Size and Structure
Murali K. Mantrala and Sönke Albers
Part 6: Technology and B2B Marketing
30 Toward a Theory of Technology Marketing: Review and Suggestions For
Future Research
Jakki J. Mohr, Sanjit Sengupta and Stanley Slater
31 Key Questions on Innovation in the B2B Context
Gerard J. Tellis, Rajesh K. Chandy and Jaideep C. Prabhu
32 The Stage-Gate® System for Product Innovation in B2B Firms
Robert G. Cooper
33 Business-to-Business (B2B) E-Commerce
Venkatesh Shankar
34 Designing B2B Markets
Ernan Haruvy and Sandy Jap
Part 7: Methodological Issues
35 Qualitative Research Methods for Investigating Business-to-Business
Marketing Questions
Abbie Griffin
36 Case Study Research in Business-to-Business Contexts: Theory and
Methods
Arch G. Woodside and Roger Baxter
37 Survey Research in B2B Marketing: Current Challenges and Emerging
Opportunities
Aric Rindfleisch and Kersi D. Antia
38 Marketing Metrics in B2B Firms
Raji Srinivasan
Gary L. Lilien
Research Director
Institute for the Study
of Business Markets
Raj Grewal
Associate Research Director
Institute for the Study
of Business Markets
PAGE 5
From the Membership . . . Upcoming Members’
Meeting - Reinventing Innovation: Driving Growth
Beyond the Core Product in Business Markets
U
pcoming Members’ Meeting
(September 28-29, State College PA)
ties to needs/ideas/opportunities seen
across ISBM member firms:
“Reinventing Innovation: Driving Growth
Beyond the Core Product in Business
Markets”
Across ISBM member firms, B2B
marketers are working to improve their
performance. New approaches to refining
and tuning their new offering realization
processes are getting to the top of the list
of ways to achieve that improvement.
But… new products by themselves stand
alone in the limelight for a very short
time. Basic offerings – molecules – isolated
service innovations – new machine and
semiconductor designs – can easily be
copied, reverse engineered, and generally
produced more inexpensively in some
other corner of the world.
Firms are now looking to innovate
“beyond the core offering,” to find new
ideas and pathways to profitable and more
sustainable growth. Tools, techniques,
and approaches to driving new sorts of
thinking on the whole topic of innovation
are constantly in demand for member
firms. In particular, business design
innovations at the fundamental level –
such as DOW Corning’s “Xiameter,” – are
setting the stage for new sorts of organic
growth. Organic growth that’s much
more difficult to copy or for competitors
to quickly “grab.” Approaches which can
provide a more sustainable pathway to
profitability.
Research and insight on business designs
which foster a more value creating
connection between suppliers and their
customers are sorely needed. A new sort
of “value- chain alignment” seems to be
the fundamental building block of true
innovation in that space between suppliers
and customers. Insights on how to make
activities in that wonderful place work
better, forge stronger connections, and
produce greater value will be an ongoing
search from member firms as we move
through the decade.
At our upcoming ISBM Members’
Meeting we have assembled thought
leaders, researchers and “cases in practice”
on the topic of “Reinventing Innovation.”
We’ll be hearing some new and as yet
unpublished work beyond his original
Ten Types of Innovation from Larry
Keeley of Monitor Group (For more see
- http://www.youtube.com/watch?v=LdieGreFGQ.) Bernie Jaworski, Drucker
Chair at the Claremont Graduate School,
(and who will be inducted as an ISBM
Fellow at the meeting) will discuss how
to create an “Innovation Ecosystem” to
provide internal organization structure as
well as value chain connections outside
the firm in support of new innovation.
(In fact the whole area of “organizing for
innovation” is coming into clearer focus as
an area where new research and insight are
needed.)
There will be a variety of ISBM Member
practitioners the program. We’ll hear
cases from the lean value creation team at
WESCO, the worldwide brand manager
from LORD Corporation, and executives
from USG and United Technologies. A
presentation from Innography will discuss
new tools for mobilizing and managing
intellectual property.
We encourage academic researchers to
attend and share their thoughts and
experiences with attending ISBM firm
representatives: to attend at the special
academic price of $395 (and learn more
about the meeting) – please go to the
ISBM website – www.isbm.org to register.
Please call us at 814-863-2782 with any
questions.
We hope to see you here!
Ralph A. Oliva
Executive Director
Institute for the Study
of Business Markets
Professor of
Marketing
ROliva@psu.edu
Ralph Oliva
IPSS Update: ISBM Ph.D. Seminar Series Fall 2011
I
t’s hard to believe, but the summer is almost over and it is going to be teaching season soon. We had a great
Spring IPSS semester and let me begin by thanking Fabio Caldieraro and Jeff Shulman for teaching an excellent
seminar on Analytic Models in BtoB this past Spring (2011) and to Bart Weitz for an equally outstanding
offering on Personal Selling and Sales Force Management. Indeed, with these scholars devoting their time to
develop future BtoB researchers, I can safely say that the future of the field is in good hands.
Abbie Griffin
This Fall (2011) semester Abbie Griffin is back back with her popular course on Qualitative
Research Methods and Raji Srinivasan will be back with her equally popular course on
Marketing Metrics in BtoB. Details on these courses can be obtained from
http://ipss.isbm.org.
Students can still register online at http://ipss.isbm.org.
Additionally if there is any other feedback, please do not hesitate to contact me.
Raj Grewal
Director - IPSS
rgrewal@psu.edu
Raji Srinivasan
PAGE 6
2011 ISBM Doctoral Support Awards Competition
P
enn State’s Institute for the Study of Business Markets announces its twenty-first annual Business Marketing Doctoral
Support Award Competition. Up to three candidates in accredited doctoral programs will receive dissertation support
awards. Dissertations in any area of Business-to-Business (industrial) marketing or in any of the methodological areas
that support advances in business marketing will be considered. See “Research Priorities” under the ISBM Research section of
the ISBM website www.isbm.org for more information.
In addition to applications from PhD students in marketing, we encourage applications from students in economics,
management science, organizational psychology, statistics, anthropology and other disciplines whose developments help
advance our understanding of the operation of the business marketplace.
The award consists of:
•
Up to $7,500 in financial assistance to be used for travel, conference attendance, data collection, and other expenses
of conducting and presenting the results of the research.
•
Assistance, as needed, in gaining the cooperation of both ISBM member and non-member firms for data,
interviews, etc.
The outstanding submission, if awarded, will receive the ISBM Dissertation Proposal Prize, an additional award of $2,500.
Submission Information:
PhD candidates interested in the competition should submit an abstract of their research not to exceed five double-spaced
pages, along with a current vita and a vita of their dissertation advisor. The abstract should address the potential importance
of their work to business marketing practice, its theoretical contributions, the research methodology, and the amount and
kind of support requested. The abstract must be submitted by email no later than 15 September 2011. An email will be sent
confirming receipt of your abstract.
Proposals will be judged by an academic panel, consisting of representatives of the ISBM and qualified faculty members from
other universities. The panel will not provide feedback to the entrants at this stage. Finalists will be notified by 10 October
2011. Final proposals not to exceed 15 double-spaced pages are due on 15 November 2011. Winners will be announced by
15 February 2012. All finalists will receive feedback from the academic review panel.
Any pages of the abstract and/or proposal (not including reference pages) exceeding the page limits will not be considered in
the review process. Request samples of abstracts or proposals by sending an email to LNicolini@psu.edu.
Instructions on submission requirements as well as more information about the ISBM and the competition may be found on
the ISBM website www.isbm.org under the ISBM Research/Awards Competition link. Entries should be sent, following the
instructions on the website, to LNicolini@psu.edu.
PAGE 7
Bringing Technology to Market Conference:
“Research Impacting Practice”
Your chance to get awarded for your research
at the Bringing Technology to Market Conference: “Research Impacting Practice”
Berlin, April 27 - 28, 2012
European School of Management and Technology (ESMT) in cooperation with the Institute for the Study of Business
Markets (ISBM)
We invite you to send us a two page abstract outlining your completed or soon to be finished research project with high
relevance for management practice in B2B markets. Qualifying papers may be either unpublished or have been published
since April 1, 2011.
Papers will be reviewed by an academic committee, followed by reviews by the management/executive committee. The seven
best papers will be presented at the above conference. Key criteria will be relevance for and impact on B2B management
practice and their originality.
These papers will be presented before a larger audience of international high-ranking sales and marketing managers from B2B
companies. The audience will vote to determine the most practice relevant paper and the first three papers will be financially
awarded.
A selection of these papers will be turned into a book and published at Palgrave Macmillan.
Please see attachment or our webpage (http://www.esmt.org/sixcms/detail.php?id=315507) for all further details.
We are looking forward to your contributions.
Yours sincerely,
COMMENTS... IDEAS...
Olaf Plötner
Dean of ESMT Executive Education
Managing Director ESMT CS GmbH
European School of Management and
Technoloy - ESMT
Gary L. Lilien
Distinguished Research Professor
Research Director, ISBM
Penn State University, USA
We would love to hear from you. If you wish
to comment on any of the articles (or have
thoughts for future articles), please pass them
on. Your suggestions will make the newsletter
better and more responsive to your needs.
Please email your correspondence to:
Newsletter Editor
Lori Nicolini (LNicolini@psu.edu)
Institute for the Study of Business Markets
Smeal College of Business
The Pennsylvania State University
484 Business Building
University Park, PA 16802
USA
+1-814-863-2782 • WWW.ISBM.ORG