B2B is uniquely competitive because you compete for the business of clients who, in turn, compete for the business of their own potential downstream customers. Your success depends on the value you propose and deliver to these direct clients. They shall perceive this value as compelling if it allows them to outdo their own competitors. In other words, your strategy depends on understanding your direct clients’ strategy and the competitive scenarios downstream, beyond.
The organizations we target in B2B are composed of a diversity of decision makers and stakeholders, who influence the decision of whether to purchase from us or not. We call it the Decision Making Unit (“DMU”) concept. More specifically, our clients’ decision-making processes may involve internal and external shareholders, like employees, alliance partners, other suppliers, strategic clients, external consultants, regulators, consumer advocates and labor unions. We must focus on our target organizations’ decision processes following their formal structures and informal structures of power and influence. Hence, in addition to professional considerations, we must include personalities, personal preferences and biases of these “people”, and our historical relationships with them compared to our competitors.
With this in mind, here is what we try to achieve in this course:
1. Build personal experiences of working with the B2B “tools and concepts” in a tough competitive environment.
2. Experience as life-like as possible.
3. Learn, first hand, how to build and capture value through the interaction among your major strategic challenges—choice of markets, pricing, technologies, product development, cost reduction, strategic alliances, salesforce, technical force and more.
4. Experience the impact of leadership and team dynamics on business success.
5. Have fun while learning.
Adjunct Professor of Business
Professor David Weinstein is Van Leer Professor of Industrial Marketing, Emeritus, at INSEAD. He earned his PhD in Marketing and Information Systems from Columbia University in New York and is Graduated of the Hebrew University of Jerusalem in Economics and Mathematical Statistics. His teaching, research and consulting experience span specialty chemicals, automobile, electric power, global IT software development, global IT support, pharmaceuticals...