Work

Digitization capability and the digitalization of business models in business-to-business firms: Past, present, and future

Year: 2019

Type: article

Abstract: While the use of data in business-to-business marketing is not a new phenomenon, the digitization and digitalization of business-to-business firms' business models have recently attracted a great deal of attention. With the aim of creating an overview and consolidating this stream of research, the present paper offers a brief historical overview of research on digitization and digitalization in business-to-business markets – concluding that this discussion has a long tradition and, thus, is not a new phenomenon. We develop a definition of digitization capability as a basis for discussing how a firm's digitization capability interacts with its business model to allow for data-enabled growth, i.e. its digitalization, and we highlight promising avenues for future research.

Source: Industrial Marketing Management

DOI: 10.1016/j.indmarman.2019.11.019

Authors: Thomas Ritter, Carsten Lund Pedersen

Institution: Copenhagen Business School

Language: English

Topic: Digital Innovation in Industries

Subfield: Management of Technology and Innovation

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

Estimated APC paid: $1,200

Funder: Industriens Fond