INTEREST CATEGORY: INTERORGANIZATIONAL, INNOVATION AND TECH
POSTING TYPE: TOCs

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New B2B Marketing Case

Five years of research on digital tools that today’s B2B supply managers use to make acquisition decisions led Michelle Steward (Wake Forest University), Jim Narus (Wake Forest University) and D.V.R. Seshari (Indian School of Business) to create a new case study which has recently been made available through Harvard Business Publishing.

The case describes how B2B supply managers use online, digital tools to select, vet and buy software. The case provides a framework that helps B2B marketers know how to positively influence online, digital information sources that are increasingly used by supply managers in their decision-making processes.

The case is unique and trend-setting with virtually no other cases addressing this contemporary challenge.

The accompanying Teaching Note details how the case may be used in an MBA or executive education course.

The case and teaching note are available at Harvard Business Publishing: https://hbsp.harvard.edu/product/ISB218-PDF-ENG

If you have any questions about the case and its usage, please feel free to contact lead author Michelle Steward at stewarmd@wfu.edu