Table 1 Research agenda for value...

Table 1

Research agenda for value creation and B2B sales in an ecosystemic setting

Research theme	Research questions/topic
Agencial assemblage of the value-proposing entity	• How can companies identify and create the most valuable parts and processes within agencial assemblages? • How can these most valuable parts and processes be used in companies?
Value proposition creation	• How can the different phases in *VPC be conceptualized? • What kind of interactions can be included in the VPC processes? • To what extent are organizations able to manage VPC processes consisting of multiple actors? To what extent is managing beneficial for organizations?
Agencial assemblage of the beneficiary entity	• How can we conceptualize the beneficiary entities in sales ecosystems? • What kind of processes support beneficiary entities’ value creation?
Value idea emergence	• How can the APPI components of an interactive platform support information flow and data gathering? • What technologies could be harnessed for data gathering in each component of the interactive platform to gain access to **VIE? • What kind of actions are needed to coordinate the VIE processes? • What is the exact role of sales in VIE? How can VIE be facilitated?
Value (co-)creation process intertwinement	• How can organizations gain access to their prospective customers’ VIE processes? • How can intertwinement needs to be managed in sales organizations?

Research theme	Research questions/topic
Agencial assemblage of the value-proposing entity	• How can companies identify and create the most valuable parts and processes within agencial assemblages?• How can these most valuable parts and processes be used in companies?
Value proposition creation	• How can the different phases in *VPC be conceptualized?• What kind of interactions can be included in the VPC processes?• To what extent are organizations able to manage VPC processes consisting of multiple actors? To what extent is managing beneficial for organizations?
Agencial assemblage of the beneficiary entity	• How can we conceptualize the beneficiary entities in sales ecosystems?• What kind of processes support beneficiary entities’ value creation?
Value idea emergence	• How can the APPI components of an interactive platform support information flow and data gathering?• What technologies could be harnessed for data gathering in each component of the interactive platform to gain access to **VIE?• What kind of actions are needed to coordinate the VIE processes?• What is the exact role of sales in VIE? How can VIE be facilitated?
Value (co-)creation process intertwinement	• How can organizations gain access to their prospective customers’ VIE processes?• How can intertwinement needs to be managed in sales organizations?

Notes:

*Value proposition creation – the process, which includes all activities needed for bringing value proposition to a customer.

**Value idea emergence – the process through which B2B entities become aware of a pursuable benefit

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