Identifying new innovations in diverse b-to-b sales meetings

Tuija Rantala, Sirpa Hänti

    Research output: Chapter in Book/Report/Conference proceedingConference abstract in proceedingsScientific


    The purpose of the paper is to study the role of b-to-b sales meetings and related social media in the innovation process. The paper combines literature on innovation with customers and value co-creation in b-to-b sales. The study employed a qualitative case study approach and used qualitative data collected from four buyer and four seller interviews. The interviewed buyers sent a contact request to the seller through the Internet. The paper discusses the types of and routes for ideas that have emerged in sales meetings, as well as the use of these ideas. The results show that the interaction between the buyer and the seller provides rich knowledge and ideas for new innovations, and these ideas are triggered by both the salesperson and the customer. However, these ideas may not be used further in the organizations.
    Original languageEnglish
    Title of host publicationProceedings of XVII ISPIM Innovation Conference
    Publication statusPublished - 2016
    EventXXVII ISPIM Innovation Conference: Blending Tomorrow's Innovation Vintage - Porto, Portugal
    Duration: 19 Jun 201622 Jun 2016


    ConferenceXXVII ISPIM Innovation Conference
    Abbreviated titleISPIM


    • innovation development
    • customer involvement
    • social media
    • b-to-b sales
    • innovation
    • b-to-b marketing
    • service-dominant logic
    • value co-creation
    • open innovation


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