Innovating the Use of Digital Channels in B2B Sales with Customers

Heidi Kock, Tuija Rantala

    Research output: Chapter in Book/Report/Conference proceedingConference article in proceedingsScientificpeer-review


    The purpose of the paper is to study how customer knowledge can be utilized to innovate new forms of B2B sales in digital channels. The paper combines literature on innovation, B2B sales and purchasing. The study includes 32 qualitative customer interviews from two case companies - one in the digital software industry and one in the more traditional interior industry. The paper discusses what kind of innovation incentives for B2B digital sales come from customers and what kind of face-to-face and digital interactions customers expect. As a result, buyers are categorized as either digitalist buyers or old-school buyers. Our research findings show that buyers act very differently in the initial phases of the buying process depending on their digital profiles. The results include also incentives for innovation for both categories.
    Original languageEnglish
    Title of host publicationProceedings of the 2017 ISPIM Innovation Conference
    Subtitle of host publicationComposing the Innovation Symphony
    EditorsElko Huizingh, Olga Kokshina, Ian Bitran, Steffen Conn, Marko Torkkeli, Marcus Tynhammar
    PublisherInternational Society for Professional Innovation Management ISPIM
    Number of pages11
    ISBN (Print)978-952-335-021-2
    Publication statusPublished - 2017
    MoE publication typeA4 Article in a conference publication
    EventISPIM Innovation Conference 2017: Composing the Innovation Symphony - Vienna, Austria
    Duration: 18 Jun 201721 Jun 2017


    ConferenceISPIM Innovation Conference 2017
    Abbreviated titleISPIM


    • B2B sales
    • open innovation
    • digital channel
    • social media
    • custome


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