...Tanvir Ahmed; Christian Kowalkowski; Alexey Sklyar Purpose This study aims to investigate how manufacturing firms can leverage digital platforms to drive digital servitization by actualizing the action potential offered by data. This process is vital for sustaining service growth in complex...

...Henrik Bathke; Hendrik Birkel; Heiko A. von der Gracht; Stefanie Kisgen Purpose In the era of digital disruption and customer loyalty loss, it has become even more important to shape the experience journey of a firm’s stakeholders. The benefits of experience data (XD) analysis for a competitive...

...Dawn Holmes; Judith Zolkiewski; Jamie Burton Despite data being a hot topic, little is known about how data can be successfully used in interactions in business-to-business relationships, specifically in the boundary spanning contexts of firms working together to use data and create value...

... research directions are derived for a more focused digital transformation process in sales. Business type Capacity building Data Digital technoligies Digital transformation Ecosystem Key performance indicators (KPI) Market intelligence (MI) Market-oriented transformation model (MTM) People...