B2B service sales on a digital multi-sided platform: Transformation from value chains to value networks

• DOI: 10.1016/j.indmarman.2023.11.006
• Publication Date: 2023-11-30T13:10:44Z
• Authors: Minna Heikinheimo; Pia Hautamäki; Saara Julkunen; Jonna Koponen
• Keywords: Value network; Orchestration; Restructuring; Value (mathematics); Business Value; Customer value

Business-to-business (B2B) service suppliers mobilize a platform approach to enhance their competitive advantage, selling, and long-term relationships. These emerging platforms in established value chains have been insufficiently studied on strategic level, especially regarding orchestration. The aim of this article is examine how digital multi-sided (DMSPs) change owners' toward joint creation from sales approach, including strategy, structure, customer Our longitudinal multiple case study was conducted four owners adopting DMSP as part selling. findings show the transition chain orchestration network shifts owner's focus develop common strategy with actors. restructuring resources allows manage larger networks fewer utilize enhanced interaction create commitment We put forward three propositions framework illustrate interdependence changes under examination. Additionally, offers various managerial implications for companies when utilizing provides avenues further research.