Organizational Buying Behavior
Orchestrating Marketing in a B2B EnvironmentPrepared by Stefan Todd Sleep, University of Georgia, and Myoung-Jin Chae, Georgia Institute of Technology, 2014, 14-305
Summarizes the proceedings of MSI's conference, "Orchestrating Marketing in a B2B Environment" held on October 15-16, 2014, at Emory University in Atlanta, Georgia.
Assessing the Drivers of Short- and Long-Term Outcomes at Business Trade ShowsOct 28, 2014 Shrihari Sridhar, Clay M. Voorhees, and Srinath Gopalakrishna, 2014, 14-114
Investigates the incremental effects of trade show marketing efforts (pre-,post-, and at-show) on short- and long-term outcomes; considers heterogeneity in customer profiles and show type. Uses attendee-level data from multiple shows attended by one Fortune 500 corporation.
Effect of Transformational Relationship Events on Exchange PerformanceJul 1, 2014 Colleen M. Harmeling, Robert W. Palmatier, Mark B. Houston, and Mark J. Arnold, 2014, 14-104
Develops a conceptual framework of transformational relationship events (TREs) in B2B relationships; conducts a field study of 773 B2B relationships to identify the mechanisms by which TREs impact performance.
Eight Ways to Make Your B2B Partnership SuccessfulJan 16, 2014
In Relationship Marketing, University of Washington's Rob Palmatier reviews the research on B2B relationships and offers some practical advice to managers.
Kusum Ailawadi Reviews Journal “Must Reads” from 2013Jan 13, 2014
We asked our Academic Trustees to recommend journal articles published in 2013 that are particularly relevant to marketers. Kusum Ailawadi is the Charles Jordan 1911 TU’12 Professor of Marketing at the Tuck School of Business at Dartmouth College.
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