Wolfgang Ulaga (INSEAD) and Werner J. Reinartz (University of Cologne) have won the 2021 ISBM-David T. Wilson-Sheth Foundation Award for Long Term Impact in B2B Marketing for their 2011 Journal of Marketing paper, “Hybrid Offerings: How Manufacturing Firms Combine Goods and Services Successfully.” The biennial award is made to a paper published in a refereed journal that has made a significant long run impact on the theory and practice of B2B Marketing. The award is supported by the Sheth Foundation and named in honor of the late Penn State Professor David T. Wilson, a leading B2B scholar and founding Managing Director of the ISBM (Institute for the Study of Business Markets).