Abstract
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 language | English |
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Title of host publication | Proceedings of the 2017 ISPIM Innovation Conference |
Subtitle of host publication | Composing the Innovation Symphony |
Editors | Elko Huizingh, Olga Kokshina, Ian Bitran, Steffen Conn, Marko Torkkeli, Marcus Tynhammar |
Publisher | International Society for Professional Innovation Management ISPIM |
Number of pages | 11 |
ISBN (Print) | 978-952-335-021-2 |
Publication status | Published - 2017 |
MoE publication type | A4 Article in a conference publication |
Event | ISPIM Innovation Conference 2017: Composing the Innovation Symphony - Vienna, Austria Duration: 18 Jun 2017 → 21 Jun 2017 |
Conference
Conference | ISPIM Innovation Conference 2017 |
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Abbreviated title | ISPIM |
Country/Territory | Austria |
City | Vienna |
Period | 18/06/17 → 21/06/17 |
Keywords
- B2B sales
- open innovation
- digital channel
- social media
- custome