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

Tuija Rantala; Tiina Apilo; Katariina Palomäki; Katri Valkokari

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

Tuija Rantala, Tiina Apilo, Katariina Palomäki, Katri Valkokari

Research output: Chapter in Book/Report/Conference proceeding › Conference article in proceedings › Scientific

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 language	English
Title of host publication	Florence: XXX ISPIM INNOVATION CONFERENCE - Celebrating Innovation - 500 Years Since Da Vinci - 16-19 June 2019 - Florence, Italy
Editors	Iain Bitran, Steffen Conn, Chris Gernreich, Michelle Heber, K.R.E. Huizingh, Olga Kokshina, Marko Torkkeli, Marcus Tynnhammar
Publisher	Lappeenranta University of Technology
Number of pages	11
ISBN (Electronic)	978-952-335-351-0
Publication status	Published - 17 Jun 2019
MoE publication type	B3 Non-refereed article in conference proceedings
Event	XXX ISPIM Innovation Conference: Celebrating Innovation - 500 Years Since Da Vinci - Florence, Italy Duration: 16 Jun 2019 → 19 Jun 2019 https://www.ispim-innovation-conference.com/

Publication series

Series	LUT Scientific and Expertise Publications: Research Reports
Number	93
ISSN	2243-3376

Conference

Conference	XXX ISPIM Innovation Conference
Country/Territory	Italy
City	Florence
Period	16/06/19 → 19/06/19
Internet address	https://www.ispim-innovation-conference.com/

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.

Rantala, Tuija ; Apilo, Tiina ; Palomäki, Katariina et al. / 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{\textquoteright}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); XXX ISPIM Innovation Conference : Celebrating Innovation - 500 Years Since Da Vinci ; Conference date: 16-06-2019 Through 19-06-2019",

year = "2019",

month = jun,

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",

url = "https://www.ispim-innovation-conference.com/",

}

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 et al.
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 proceeding › Conference article in proceedings › Scientific

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

T2 - XXX ISPIM Innovation Conference

Y2 - 16 June 2019 through 19 June 2019

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).

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

Abstract

Publication series

Conference

Keywords

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