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

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


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

Publication series

SeriesLUT Scientific and Expertise Publications: Research Reports


ConferenceXXX ISPIM Innovation Conference
Internet address


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

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