OVERVIEW OF THE PROGRAMME:

Insper, Building Cláudio Haddad (1), 4th floor, Room 410

 

 

 

Wednesday 2nd Oct: Academics-Practitioners Day

 

13:00-14:00h: Registration for the IMM SA Summit

14:00 – 14.15h: Introduction by the Dean and Vice-Dean.

14:15 – 16:00h: Round table with practitioners and discussion with audience

16:00 – 16:30h: Coffee Break

16:30-16.45: Promotion of IMM’s Academic-Practitioner Paper section

16:45h-18:30h: Academic-Practitioner Paper development workshop

18:30 – 20:00: Welcoming reception (Cocktail drinks + finger food)

Location: Auditorium Foyer, ground floor.

 

 

Thursday 3rd Oct: IMM Summit Academic Presentations

 

8:00-10:00h: Summit academic presentations

10:00- 10:30h: Coffee Break

10:30-12:30h: Summit academic presentations

12:30-14:00h: Lunch break

14:00-14.30h: Meet the IMM Editors Session (Adam Lindgreen, C. Anthony Di Benedetto)

14:30-15:30h: Keynote Speaker (Christopher Plouffe)

15:30- 16:00h: Coffee Break

16:00-18:00h: Summit academic presentations

19h-22h: Gala Dinner + Best Paper award Location: Restaurante Praça São Lourenço (R. Casa do Ator, 608 – 5’ walking distance from Insper)

 

 

 

 

Friday 4th Oct: IMM Summit Academic Presentations

 

8:00-10:00h: Summit academic presentations

10:00- 10:30h: Coffee Break

10:30-12:30h: Summit academic presentations

12:30-14:00h: Lunch

End of the summit

 

 

 

DETAILED PROGRAMME:

Insper, Building Cláudio Haddad (1), 4th floor, Room 410

 

 

Wednesday 2nd Oct: Academics-Practitioners Day

 

13:00-14:00h: Registration for the IMM SA Summit

14:00 – 14.15h: Introduction by the Dean and Vice-Dean

14:15 – 16:00h: Round table with practitioners and discussion with audience

 

Overarching theme: Challenges, Opportunities and Trends in B2B

Discussion with academics and Q&A by audience Practitioners: Guilherme Dabdad (Marketing and Strategy Executive Manager at Suzano) and José Luiz Ronchetti Filho (Vice-president for B2C channels at Boticário Group) Mediators: Gabriel Gonzalez (Fowler College of Business, San Diego) and Willy Bolander (Texas A&M University)

 

16:00 – 16:30h: Coffee Break

 

16:30-16.45: Promotion of IMM’s Academic-Practitioner Paper section Adam Lindgreen (CBS – Copenhagen Business School) and Tony Di Benedetto (Fox School of Business)Adam Lindgreen, Tony Di Benedetto

 

16:45h-18:30h: Academic-Practitioner Paper development workshop

• Mediators: Adam Lindgreen (CBS – Copenhagen Business School), Ad de Jong (F CBS – Copenhagen Business School), Robert Morgan (Cardiff University), Thomas Ritter (CBS – Copenhagen Business School)

• Practitioners: Fábio Duran (8D Hubify - CEO), Renato Germiniano (3M/Solventum - Country Business Leader), Rodrigo Akira Yamaguchi (Suzano - FP&A coordinator), Adriana Luri Minami (AMAI – co-founder), Luciano Conde (Oracle - Head of Architecture), Marcello Ferreira (Former head of the joint venture Pão de Açucar and Itaú), Larissa Minella (Mercado Livre - OTR product specialist)

 

18:30 – 20:00: Welcoming reception (Cocktail drinks + finger food)

Location: Auditorium Foyer, ground floor

 

Thursday 3rd Oct: IMM Summit Academic Presentations

 

8:00-10:00h: Summit academic presentations

 

Session 1 - Artificial Intelligence in B2B Marketing

Mediator: Maria Rouziou

• IMM_SA_113: Rafael Teixeira, Aleda V. Roth, Juliana Bonomi dos Santos, DeWayne Moore. “Exploring Complexity in the Delivery of B2B Technology-Enabled Services: A Numerical Taxonomy of B2B Multi-Facility Buyers”
  
  
• IMM_SA_118: Christopher Nelson, Lana Waschka, Gary Hunter. “Inbound Sales Management: Exploring The Substitutability of Autonomous AI Sales Agents in Advancing B2B Relationships”
  
  
• IMM_SA_119: Jorge Bullemore, Julián Andrés Díaz Tautiv, Eduardo Cristóbal-Fransi. “AI in Action: Exploring the Drivers of Adoption in B2B Sales”
  
  
• IMM_SA_107: Fabio Duran, Marcos Severo, Giuliana Isabella, Colin Gabler. “How AI leverages lead generation with instant messaging apps: Chatbots versus Landing Pages in the B2B customer journey”

10:00- 10:30h: Coffee Break

10:30-12:30h: Summit academic presentations

 

Session 2 - B2B Customer Satisfaction

Mediator: Thomas Ritter

• IMM_SA_106: Pia Hautamaki, Deva Rangarajan, Nawar Chaker, Maria Rouziou. “Managing the Use of Enterprise Social Media Platforms in B2B Organizations”
  
  
• IMM_SA_116: Guilherme Sales Smania, Néstor Fabián Ayala, Wim Coreynen, Glauco H. S. Mendes. “Inter-organizational tensions in platform-based servitization: An analysis of platform ecosystems through a paradox lens”
  
  
• IMM_SA_114: Walter Palomino-Tamayo, Daniel Reyna Flores, Sebastian Caceres Olivos. “Influence Friendship Quality on Pharmaceutical Prescription Intention: The Mediating Role of Customer Satisfaction”
  
  
• IMM_SA_112: Rodrigo Heldt, Guilherme Brandelli Bucco, Fernando Bins Luce, Sarang Sunder, Cleo Schmitt Silveira, João Batista Gonçalves Brito, João Luiz Becker. “Customer Centricity in a Product-centric Marketplace: Bottom-up Approach to Manage Customers, Product Categories, and Brands Simultaneously”

 

12:30-14:00h: Lunch break

14:00-14.30h: Meet the IMM Editors Session (Adam Lindgreen, C. Anthony Di Benedetto)

14:30-15:30h: Keynote Speaker (Christopher Plouffe)

15:30- 16:00h: Coffee Break

16:00-18:00h: Summit academic presentations

 

Session 3 - Reaching the B2B Customer

Mediator: Jorge Bullemore

• IMM_SA_102: Marcos Severo, Valter Vieira, Juliano Domingues, Xialu Liu, Valter Faia. “Classical and non-simultaneous pathways in the online sales funnel: Strength and duration of the effects of cross- and up-selling”
  
  
• IMM_SA_104: Christopher R. Plouffe, Carlos Bauer, Michael Peasley, David Mathis. “Explorations of ‘Retail Business Development Specialists’ (RBDS): Examining the Interplay of Customer-Facing and Relational Approaches as Drivers of Performance with Retail-to-Business (R2B) Customers”
  
  
• IMM_SA_111: Yanqing Wang, Ben Lawrence, Yinghao Pan. “Automated Text Analysis of Franchise Disclosure Documents: A Systematic Framework”
  
  
• IMM_SA_103: Fernanda Muniz Junqueira Ottoni, Rafael Barreiros Porto, Marcos Inácio Severo de Almeida, Karim Marini Thomé. “Co-branding with ingredient corporate brand: Effectiveness of business-to-business and business-to-consumer advertising messages on product brand equity”

 

19h-22h: Gala Dinner + Best Paper award Location: Restaurante Praça São Lourenço (R. Casa do Ator, 608 – 5’ walking distance from Insper)

 

Friday 4th Oct: IMM Summit Academic Presentations

 

8:00-10:00h: Summit academic presentations

 

Session 4 - B2B Public Policy Issues

Mediator: Marcos Severo

• IMM_SA_110: Alexandre Borba da Silveira, Jefferson Marlon Monticelli, Eduardo Zanrosso. “How can highly regulated industries induce business-to-business emerging coopetition?”
  
  
• IMM_SA_105: Luiza Braga, Matheus Tardin, Marcelo Perin, Amir Grinstein. “Corporate Activism: A Literature Review of Theories, Antecedents, and Outcomes”
  
  
• IMM_SA_108: Peren Özturan, Ad de Jong. “Circular Economy as a tool to Transform B2B Marketing: Current Practices and Future Agenda”
  
  
• IMM_SA_120: Thomas Ritter, Carsten Lund Pedersen. “Tensions in Business-to-Business Marketing: A Research Agenda for Paradoxes, Trade-offs, and Dilemmas”

10:00- 10:30h: Coffee Break

10:30-12:30h: Summit academic presentations

 

Session 5 - B2B Channel Relationships

Mediator: Juliana Bonomi de Santos Campos

• IMM_SA_ 117: Fábio Campos Tescari, Michael Ehret, Sérgio Ricardo Borges Frias. “Fostering supplier experience: The role of buyer-specific value contribution”
  
  
• IMM_SA_109: Tatiane Pellin Cislaghi, Gabriela Zanandrea, Douglas Wegner, Marcelo Fernandes Pacheco Dias, Luciana Marques Vieira. “Configuring the Governance of Buyer-Supplier Relationships for the Generation of Relational Rents for Organics Farmers”
  
  
• IMM_SA_115: Priscila Laczynski de Souza Miguel, Juliana Bonomi de Santos Campos. “Identification and development of women-owned suppliers in Brazil: a qualitative study”

12:30-14:00h: Lunch

End of the summit

 

 

Abstracts 

Link for the abstracts

 

Realization