Ralph Oliva

Executive Director, Institute for the Study of Business Markets Professor of Marketing, Penn State University

Ralph is the Executive Director of the Institute for the Study of Business Markets (ISBM) and Professor of Marketing in the Smeal College of Business Administration at Penn State University. He is driving the growth of ISBM as the leading academic center devoted to advancing knowledge and practice in B-to-B marketing worldwide. His research focus is on tracking the trends shaping business markets, Business-to-Business brands and ingredient brands.

Since 1997, Ralph has been working with B-to-B firms in building better, more profitable business marketing practice by creating direct connections from practitioners to leading-edge researchers, through the design and implementation of educational programs spanning the practice of B-to-B and in building networked communities of learning. He has worked extensively with ISBM Member firms including DuPont, Deloitte, Xerox, Honeywell, Timken, Dow and others in the Fortune 500.

Ralph is a regular columnist for Marketing Management, a publication of the American Marketing Association.