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 XXVIII ISPIM Innovation Conference
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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