A recent study by the University of Eastern Finland reveals that digital platforms and artificial intelligence significantly enhance the agility, flexibility, and resilience of business-to-business (B2B) service companies in volatile markets. Despite these advantages, the study points out that relying solely on technology is insufficient. Businesses also need well-developed capabilities for managing strategic change. This research, published in the journal Industrial Marketing Management, explores the development of such capabilities in four service-oriented companies that have embraced digital platform technology.

Crises such as the COVID-19 pandemic have profoundly affected the global landscape, underscoring the need for organisations to be agile, flexible, and resilient. These qualities are crucial for adapting to and overcoming extraordinary circumstances. Although prior research has noted the connection between these qualities, a significant gap exists in understanding how technology can enhance these vital competitive factors.

Minna Heikinheimo, the doctoral researcher and lead author of the study, highlights this gap in comprehension. According to Heikinheimo, while previous studies have recognised the links between agility, flexibility, and resilience, a thorough understanding of the role of technology in boosting these aspects of competitiveness is still lacking.

The researchers conducted 34 interviews with CEOs, directors, and managers from various B2B service companies in their investigation. Their findings demonstrate how businesses utilise AI functionalities available on digital platforms and the data these platforms generate to deliver more precise service responses to customer demands. This capability enhances service agility, including faster service delivery. Moreover, digital platforms facilitate access to a network of diverse service providers and other resources, enabling companies to tap into the appropriate expertise as needed, even internationally. This platform-based approach to offering expert services, combined with a continuous development strategy, supports building long-term competitiveness.

The collaborative study between the University of Eastern Finland and LUT University also created a model that integrates strategic management capabilities with platform ecosystems. This model aids in understanding the factors that contribute to a company’s agility, flexibility, and resilience. Additionally, the study provides practical advice for business leaders on boosting competitiveness by effectively utilising technology and organisational capabilities.

Heikinheimo emphasises the importance of comprehending the factors that influence a company’s competitiveness and the dynamics that drive its development, particularly as market instability continues to be fueled by geopolitical and economic uncertainties.

More information: Minna Heikinheimo et al, Dynamic capabilities and multi-sided platforms: Fostering organizational agility, flexibility, and resilience in B2B service ecosystems, Industrial Marketing Management. DOI: 10.1016/j.indmarman.2025.01.006

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