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

By Thomas Ritter, Carsten L. Pedersen. Industrial Marketing Management, 2020

656 citations recorded by the source corpus.

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.

Subfields: Management Information Systems, Sociology and Political Science, Strategy and Management

View Paper: https://www.semanticscholar.org/paper/8aa54fd441e1c1012d6a252fe5bec4f965d42a53