Co-creating service value in the digital age

What is it about?

Diverging from established studies focusing the relationship within a network of actors, this study defines disruptive IoT business models and identifies its drivers in B2B and B2G relationships. Our study results propose joint venturing with B2B and B2G customers to overcome the perceived risk of this disruptive business model. We expect a shift in relationship marketing that is focusing on “share of heart” between different buyer groups and the manufacturer and discuss joint venturing between both parties to measure the outcome of co-creation of value.

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Why is it important?

On service concepts in the digital age little empirical research is carried out in B2B and B2G contexts. Our research provides a comparison of both business fields on how best to integrate customers in IoT service concepts.