Journal
INDUSTRIAL MARKETING MANAGEMENT
Volume 86, Issue -, Pages -Publisher
ELSEVIER SCIENCE INC
DOI: 10.1016/j.indmarman.2019.11.019
Keywords
Digitization; Digitalization; Business model; Business-to-business marketing
Categories
Funding
- Industriens Fond
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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.
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