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

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

    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 publicationFlorence: XXX ISPIM INNOVATION CONFERENCE - Celebrating Innovation - 500 Years Since Da Vinci - 16-19 June 2019 - Florence, Italy
    EditorsIain Bitran, Steffen Conn, Chris Gernreich, Michelle Heber, K.R.E. Huizingh, Olga Kokshina, Marko Torkkeli, Marcus Tynnhammar
    PublisherLappeenranta University of Technology
    Number of pages11
    ISBN (Electronic)978-952-335-351-0
    Publication statusPublished - 17 Jun 2019
    MoE publication typeB3 Non-refereed article in conference proceedings
    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/

    Publication series

    SeriesLUT Scientific and Expertise Publications: Research Reports
    Number93
    ISSN2243-3376

    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 I. Bitran, S. Conn, C. Gernreich, M. Heber, K. R. E. Huizingh, O. Kokshina, M. Torkkeli, ... M. Tynnhammar (Eds.), Florence: XXX ISPIM INNOVATION CONFERENCE - Celebrating Innovation - 500 Years Since Da Vinci - 16-19 June 2019 - Florence, Italy Lappeenranta University of Technology. LUT Scientific and Expertise Publications: Research Reports, No. 93
    Rantala, Tuija ; Apilo, Tiina ; Palomäki, Katariina ; Valkokari, Katri. / Selling Data-Based Innovation On Business-to-Business Markets. Florence: XXX ISPIM INNOVATION CONFERENCE - Celebrating Innovation - 500 Years Since Da Vinci - 16-19 June 2019 - Florence, Italy. editor / Iain Bitran ; Steffen Conn ; Chris Gernreich ; Michelle Heber ; K.R.E. Huizingh ; Olga Kokshina ; Marko Torkkeli ; Marcus Tynnhammar. Lappeenranta University of Technology, 2019. (LUT Scientific and Expertise Publications: Research Reports; No. 93).
    @inproceedings{fa41ec76d0684f4798b6b9a1fb1afb9b,
    title = "Selling Data-Based Innovation On Business-to-Business Markets",
    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.",
    keywords = "B2B sales, Data-based innovation, Big Data, Innovation",
    author = "Tuija Rantala and Tiina Apilo and Katariina Palom{\"a}ki and Katri Valkokari",
    note = "Only abstract peer-reviewed (checked from ISPIM)",
    year = "2019",
    month = "6",
    day = "17",
    language = "English",
    series = "LUT Scientific and Expertise Publications: Research Reports",
    publisher = "Lappeenranta University of Technology",
    number = "93",
    editor = "Iain Bitran and Steffen Conn and Chris Gernreich and Michelle Heber and K.R.E. Huizingh and Olga Kokshina and Marko Torkkeli and Marcus Tynnhammar",
    booktitle = "Florence: XXX ISPIM INNOVATION CONFERENCE - Celebrating Innovation - 500 Years Since Da Vinci - 16-19 June 2019 - Florence, Italy",
    address = "Finland",

    }

    Rantala, T, Apilo, T, Palomäki, K & Valkokari, K 2019, Selling Data-Based Innovation On Business-to-Business Markets. in I Bitran, S Conn, C Gernreich, M Heber, KRE Huizingh, O Kokshina, M Torkkeli & M Tynnhammar (eds), Florence: XXX ISPIM INNOVATION CONFERENCE - Celebrating Innovation - 500 Years Since Da Vinci - 16-19 June 2019 - Florence, Italy. Lappeenranta University of Technology, LUT Scientific and Expertise Publications: Research Reports, no. 93, 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.

    Florence: XXX ISPIM INNOVATION CONFERENCE - Celebrating Innovation - 500 Years Since Da Vinci - 16-19 June 2019 - Florence, Italy. ed. / Iain Bitran; Steffen Conn; Chris Gernreich; Michelle Heber; K.R.E. Huizingh; Olga Kokshina; Marko Torkkeli; Marcus Tynnhammar. Lappeenranta University of Technology, 2019. (LUT Scientific and Expertise Publications: Research Reports; No. 93).

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

    TY - GEN

    T1 - Selling Data-Based Innovation On Business-to-Business Markets

    AU - Rantala, Tuija

    AU - Apilo, Tiina

    AU - Palomäki, Katariina

    AU - Valkokari, Katri

    N1 - Only abstract peer-reviewed (checked from ISPIM)

    PY - 2019/6/17

    Y1 - 2019/6/17

    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.

    KW - B2B sales

    KW - Data-based innovation

    KW - Big Data

    KW - Innovation

    M3 - Conference article in proceedings

    T3 - LUT Scientific and Expertise Publications: Research Reports

    BT - Florence: XXX ISPIM INNOVATION CONFERENCE - Celebrating Innovation - 500 Years Since Da Vinci - 16-19 June 2019 - Florence, Italy

    A2 - Bitran, Iain

    A2 - Conn, Steffen

    A2 - Gernreich, Chris

    A2 - Heber, Michelle

    A2 - Huizingh, K.R.E.

    A2 - Kokshina, Olga

    A2 - Torkkeli, Marko

    A2 - Tynnhammar, Marcus

    PB - Lappeenranta University of Technology

    ER -

    Rantala T, Apilo T, Palomäki K, Valkokari K. Selling Data-Based Innovation On Business-to-Business Markets. In Bitran I, Conn S, Gernreich C, Heber M, Huizingh KRE, Kokshina O, Torkkeli M, Tynnhammar M, editors, Florence: XXX ISPIM INNOVATION CONFERENCE - Celebrating Innovation - 500 Years Since Da Vinci - 16-19 June 2019 - Florence, Italy. Lappeenranta University of Technology. 2019. (LUT Scientific and Expertise Publications: Research Reports; No. 93).