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

Ritter, Thomas ; Pedersen, Carsten Lund

Industrial marketing management, 2020-04, Vol.86, p.180-190 [Periódico revisado por pares]

Elsevier Inc

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  • Título:
    Digitization capability and the digitalization of business models in business-to-business firms: Past, present, and future
  • Autor: Ritter, Thomas ; Pedersen, Carsten Lund
  • Assuntos: Business model ; Business-to-business marketing ; Digitalization ; Digitization
  • É parte de: Industrial marketing management, 2020-04, Vol.86, p.180-190
  • Descrição: 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. •Academic interest in digitalization has a long history stemming back to the first volume of IMM.•The presented conceptualization of a firm’s digitization capability offers a foundation for further research.•Applying a business model framework offers a structured approach to consolidate the manifold contributions made.
  • Editor: Elsevier Inc
  • Idioma: Inglês
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  • Realização: ABCD-USP USP   Logos de Redes Sociais: Freepik

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