The proliferation of digital platforms is increasingly evident in business-to-business (B2B) interactions. These platforms serve as dynamic hubs, facilitating competitiveness enhancement and transactions in the buying and selling processes. Moreover, they present diverse avenues for nurturing enduring customer relationships within B2B service sales frameworks. Recent research underscores the transformative impact of digital platforms, ushering in a departure from conventional linear value chains towards the establishment of platform-centric, multi-faceted digital value networks.

Minna Heikinheimo, a Doctoral Researcher at the University of Eastern Finland, underscores the pivotal role of platform owners in orchestrating these networks. She highlights the imperative for platform owners to attract a critical mass of strategically aligned service providers and customers to initiate value creation across multiple stakeholders. The efficacy of this orchestration lies in the platform owner’s ability to forge cohesive sales strategies in collaboration with crucial network participants. This strategic realignment from traditional value chains to platform-driven value orchestration underscores the centrality of platform owners in shaping sales dynamics within these networks.

Research conducted jointly by the University of Eastern Finland and Tampere University of Applied Sciences delves into the nuances of this transition, shedding light on how platform owners navigate the evolution from conventional value chains to value networks. Central to this evolution is the strategic alignment of sales processes with platform resources, enabling owners to manage expansive networks with minimal staffing resources efficiently. Furthermore, adopting diverse interaction methods facilitates meaningful engagement with network actors, fostering robust relationships across the value network.

Historically, scholarly inquiry into platform dynamics has predominantly focused on consumer-centric platforms, leaving a significant void in understanding B2B platform dynamics. This knowledge gap underscores the significance of the recent study, which addresses this disparity and provides a comprehensive model elucidating the transformation of the value chain into a value network within B2B service sales contexts. Moreover, the study offers pragmatic insights to inform the strategic planning of platform-based sales initiatives, bridging the divide between academic research and practical application.

Published in Industrial Marketing Management, a prestigious scholarly publication in marketing and management, this study adopts a qualitative longitudinal approach spanning four years. By meticulously examining the experiences of platform owners and their clientele across four service companies, the research synthesizes insights gleaned from 45 in-depth interviews. This rigorous methodology provides a solid foundation for understanding the intricate dynamics underpinning the transition from traditional value chains to platform-driven value networks, thereby enhancing the credibility of the research findings.

The emergence of digital platforms ushers in a paradigm shift in B2B service sales, propelling the transition from linear value chains to dynamic value networks. As platform owners take on a central role in orchestrating these networks, their ability to devise cohesive sales strategies and leverage platform resources becomes a crucial factor for success. By effectively bridging the gap between theoretical insights and practical applications, this research not only advances scholarly understanding but also equips practitioners with actionable recommendations to navigate the evolving landscape of platform-based sales, thereby enhancing the value of this article to its readers.

More information: Minna Heikinheimo et al, B2B service sales on a digital multi-sided platform: Transformation from value chains to value networks, Industrial Marketing Management. DOI: 10.1016/j.indmarman.2023.11.006

Journal information: Industrial Marketing Management Provided by University of Eastern Finland