The Institute for the Study of Business Markets at Penn State University, Delaware County Campus in Media, Pennsylvania, USA
Abstract:
Research into business markets and marketing operations can have very high payoff when applied critically in high leverage situations. Five characteristically high leverage situations are identified and discussed. They are: high cost decisions, major new activities, business strategy, marketing productivity, and the creation of new knowledge and theory. Mentioned are encouraging new academic and professional activities that are likely to have significant impact on the discipline.