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Tuli, Kohli and Bharadwaj win 2018 ISBM-David T. Wilson-Sheth Foundation Award for Long Term Impact in B2B Marketing

Kapil Tuli (Singapore Management University), Ajay Kohli (Georgia Tech) and Sundar Bharadwaj (University of Georgia) have won the 2018 ISBM -David T. Wilson-Sheth Foundation Award for Long Term Impact in B2B Marketing for their 2007 Journal of Marketing paper, “Rethinking Customer Solutions: From Product bundles to Relational Processes.” The biennial award is made to a paper published in a refereed journal that has made a significant long run impact on the theory and practice of B2B Marketing.

The award is supported by the Sheth Foundation and named in honor of the late Penn State Professor David T. Wilson, a leading B2B scholar and founding Managing Director of the ISBM (Institute for the Study of Business Markets).

“The winning paper changed the way we think about B2B solutions. Prior to its publication, both academic scholars and ZB2B suppliers viewed a B2B “solution” from the perspective of the supplier only—as an integrated bundle of goods and services offered to a buyer,” noted Prof. Gary Lilien, Penn State, ISBM Research Director and Prize Committee Chair. (Other Committee Members were Prof. Andrew Petersen, Penn State and ISBM Associate Research Director and Prof. Tomas Hult, Michigan State and President, Sheth Foundation.) “The authors showed, in contrast, that from the customer’s perspective a solution comprises four relational processes: (1) customer requirements definition, (2) customization and integration of goods and/or services and (3) their deployment, and (4) post-deployment customer support. They also showed how this new view can help suppliers deliver more effective solutions at profitable prices. The paper’s significant impact can be measured in many ways, including its over 1000 citations to date, as well as its inclusion in both numerous PhD programs readings as well as its mention in many exec programs and practitioner articles. In addition, among other honors, it won the 2017 Sheth Foundation/Journal of Marketing Award for its long term impact in Marketing,” continued Lilien.

The three winners will share a cash award of $2000 along with a plaque of recognition and will be honored at a special session in their honor at the ISBM B2B Academic Conference at MIT in Cambridge MA on Wednesday August 8.