Recently, I attended the annual ISBM Members Meeting at Penn State University. ISBM is short for the Institute for the Study of Business Markets and is a center of excellence in Penn State University's Smeal College of Business Administration. They are comprised of a global network of researchers, educators and day-to-day practitioners in the field of business-to-business marketing, and led by Executive Director Ralph Olivia. Their mission is to expand the research and teaching of....