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Learning Resource Centre Monthly Bulletin |
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Learning Resource Centre Monthly Bulletin |
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| New Books |
 B120008 Real Deals... Real Stories: Personal Stories For S By Rishi Jagmohan Singh |  B120012 Marketing 6.0: The Future Is Immersive By Kotler Philip |  B119935 Product Management in the Digital Era: Theory and By Pingali Srinivas |
| Click Here to learn about the Recent Books added to our collection on different topics of Management. |
| Articles |
| Unpacking Generative AI for B2B Sales: Definitional Perspectives, Multidimensional Framework, and Sales Roles. By Wang, Nengbo;Nahm, Irene;Pu, Qiyao;Mojir, Navid;Singh, Jagdip Journal of Personal Selling & Sales Management. Jan2026, p1-19. 19p. 1 Illustration. Abstract :Generative AI (GenAI) technologies are transforming B2B sales, yet both academic and practical understanding of their distinct capabilities and implications remain limited. This article establishes a conceptual foundation for GenAI in sales by introducing three definitional perspectives, technical, functional, and institutional, and examining how they manifest in research and practice. We show that the institutional perspective bridges the technical and functional perspectives, providing a grounded framework for understanding GenAI’s role in B2B sales. Building on this foundation, we present the AGA framework, which identifies autonomy, generativity, and adaptability as core dimensions of GenAI. Configurations of these dimensions enable distinct GenAI sales roles, conceptualized as sociotechnical systems that augment and extend human and organizational capabilities to enhance sales effectiveness. The GenAI roles of assistant, analyst, and coach each offer specific capabilities for coordinating sales activities while also presenting potential risks. We develop a set of propositions and research questions to guide future research and practice. Overall, this study clarifies GenAI’s conceptual dimensions, links them as configurations of sales roles, and outlines a roadmap to guide future research and practice, as well as responsible deployment in B2B sales contexts. [ABSTRACT FROM AUTHOR] | |||
| The Different Effects of Mass-Media Marketing and Personal Sales Budgets Across the Life Cycle of B2B High-Tech Start-Ups. By Vomberg, Arnd;Friess, Maximilian;Alavi, Sascha;Maag, Verena;Wieseke, Jan Journal of Marketing Research (JMR). Feb2026, Vol. 63 Issue 1, p47-70. 24p. Abstract :In their early life-cycle stages, business-to-business (B2B) high-tech start-ups face severe challenges in establishing customer relationships. To generate business growth, they must convey the value of unfamiliar, innovative, and complex offerings to customers, using the limited resources at their disposal. Prior research has not examined the roles of mass-media marketing and personal sales communications in this challenging endeavor, despite principal differences between these activities in start-up contexts. To help B2B high-tech start-ups allocate financial resources to mass-media marketing and personal sales communications across early and later stages of their organizational life cycle, this article presents a longitudinal survey study involving founders of B2B high-tech start-ups. The findings indicate that start-ups that spend a larger share of their budget on personal sales (i.e., higher personal sales expense ratio) exhibit stronger performance in earlier stages of their life cycle but weaker performance in later stages; however, still in later stages, these expenditures enhance certain performance metrics. Conversely, start-ups that spend a larger share of their budget on mass-media marketing (i.e., higher mass-media marketing expense ratio) show stronger performance in later stages but weaker performance in earlier stages. High-tech start-ups can leverage these findings to improve their budget allocation and ensure persistent growth. [ABSTRACT FROM AUTHOR] | |||
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| News |
| Brand Building: Is A CEO Job vs Sits With The CMO By The Economic Times; Brand Equity ; Mar 4 2026 |
| 80% of Indian stocks are in bear market. Is it time to be greedy or fearful By The Economic Times; Mar 4 2026 |
| How to do a ₹25,000 SIP now amid stock market volatility, gold, silver price swings? By Mint; Mar 4 2026 |
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