Selling Data-Based Innovation On Business-to-Business Markets

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

Abstract

The purpose of this paper is to study what kind of aspects a sales function needs to consider when selling new data-based innovations in business-to-business markets. The paper combines literature on the B2B sales process, innovation and data utilisation. The study includes altogether 29 qualitative interviews from 8 different companies, representing seller companies at different stages in the big data utilisation. In addition, the study includes customer perspective: six interviews from four customer companies. As a result, selling new data-based innovation is studied from several perspectives. First, the impacts of the new data-based service to the company and the ecosystem is evaluated. Secondly, a three-dimensional framework (the strategic level of the service, digitality and remote presence) that promotes the understanding of single data-based innovation is developed. Thirdly, from the customer’s side, the roles of digitalist and old-school buyers and their effect on the sales process is explored. Our research findings highlight the importance of forming a data business strategy as well as understanding the commercialisation perspectives early in the innovation process.
Original languageEnglish
Title of host publicationProceedings of The XXX ISPIM Innovation Conference
Place of PublicationFlorence
Number of pages11
Volume93
ISBN (Electronic)978-952-335-351-0
Publication statusPublished - 17 Jun 2019
MoE publication typeA4 Article in a conference publication
EventXXX ISPIM Innovation Conference: Celebrating Innovation - 500 Years Since Da Vinci - Florence, Italy
Duration: 16 Jun 201919 Jun 2019
https://www.ispim-innovation-conference.com/

Conference

ConferenceXXX ISPIM Innovation Conference
CountryItaly
CityFlorence
Period16/06/1919/06/19
Internet address

Fingerprint

Innovation
Business-to-business market
Buyers
Process innovation
Innovation process
Commercialization
Ecosystem
Business strategy
Seller

Keywords

  • B2B sales
  • Data-based innovation
  • Big Data
  • Innovation

Cite this

Rantala, T., Apilo, T., Palomäki, K., & Valkokari, K. (2019). Selling Data-Based Innovation On Business-to-Business Markets. In Proceedings of The XXX ISPIM Innovation Conference (Vol. 93). Florence.
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abstract = "The purpose of this paper is to study what kind of aspects a sales function needs to consider when selling new data-based innovations in business-to-business markets. The paper combines literature on the B2B sales process, innovation and data utilisation. The study includes altogether 29 qualitative interviews from 8 different companies, representing seller companies at different stages in the big data utilisation. In addition, the study includes customer perspective: six interviews from four customer companies. As a result, selling new data-based innovation is studied from several perspectives. First, the impacts of the new data-based service to the company and the ecosystem is evaluated. Secondly, a three-dimensional framework (the strategic level of the service, digitality and remote presence) that promotes the understanding of single data-based innovation is developed. Thirdly, from the customer’s side, the roles of digitalist and old-school buyers and their effect on the sales process is explored. Our research findings highlight the importance of forming a data business strategy as well as understanding the commercialisation perspectives early in the innovation process.",
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Rantala, T, Apilo, T, Palomäki, K & Valkokari, K 2019, Selling Data-Based Innovation On Business-to-Business Markets. in Proceedings of The XXX ISPIM Innovation Conference. vol. 93, Florence, XXX ISPIM Innovation Conference, Florence, Italy, 16/06/19.

Selling Data-Based Innovation On Business-to-Business Markets. / Rantala, Tuija; Apilo, Tiina; Palomäki, Katariina; Valkokari, Katri.

Proceedings of The XXX ISPIM Innovation Conference. Vol. 93 Florence, 2019.

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

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N2 - The purpose of this paper is to study what kind of aspects a sales function needs to consider when selling new data-based innovations in business-to-business markets. The paper combines literature on the B2B sales process, innovation and data utilisation. The study includes altogether 29 qualitative interviews from 8 different companies, representing seller companies at different stages in the big data utilisation. In addition, the study includes customer perspective: six interviews from four customer companies. As a result, selling new data-based innovation is studied from several perspectives. First, the impacts of the new data-based service to the company and the ecosystem is evaluated. Secondly, a three-dimensional framework (the strategic level of the service, digitality and remote presence) that promotes the understanding of single data-based innovation is developed. Thirdly, from the customer’s side, the roles of digitalist and old-school buyers and their effect on the sales process is explored. Our research findings highlight the importance of forming a data business strategy as well as understanding the commercialisation perspectives early in the innovation process.

AB - The purpose of this paper is to study what kind of aspects a sales function needs to consider when selling new data-based innovations in business-to-business markets. The paper combines literature on the B2B sales process, innovation and data utilisation. The study includes altogether 29 qualitative interviews from 8 different companies, representing seller companies at different stages in the big data utilisation. In addition, the study includes customer perspective: six interviews from four customer companies. As a result, selling new data-based innovation is studied from several perspectives. First, the impacts of the new data-based service to the company and the ecosystem is evaluated. Secondly, a three-dimensional framework (the strategic level of the service, digitality and remote presence) that promotes the understanding of single data-based innovation is developed. Thirdly, from the customer’s side, the roles of digitalist and old-school buyers and their effect on the sales process is explored. Our research findings highlight the importance of forming a data business strategy as well as understanding the commercialisation perspectives early in the innovation process.

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Rantala T, Apilo T, Palomäki K, Valkokari K. Selling Data-Based Innovation On Business-to-Business Markets. In Proceedings of The XXX ISPIM Innovation Conference. Vol. 93. Florence. 2019