Countering commoditization through innovation: challenges for European B2B companies

Simple item page
dc.contributor.authorGoffin, Keith
dc.contributor.authorBeznosov, Aleksei
dc.contributor.authorSeiler, Matthias
dc.date.accessioned2021-07-26T15:28:22Z
dc.date.available2021-07-26T15:28:22Z
dc.date.issued2021-06-30
dc.description.abstractOverview: B2B companies are an important part of the global economy, and traditionally they have relied on technological capabilities to compete. Currently, the B2B sector is under increasing pressure, as many B2B companies no longer have a technological advantage, and they also face commoditization. Companies see innovation as a way to compete against these challenges. Although product and process innovation are important in B2B markets, companies need other forms of innovation such as service and business model innovation to create a differentiated offering. B2B managers’ views on the value of market research vary widely, and many are unaware that sophisticated techniques such as ethnography can effectively identify B2B customer needs. Our Commoditization-Innovativeness Matrix is a diagnosis tool that enables B2B companies to identify actions that can counter commoditization.en_UK
dc.identifier.citationGoffin K, Beznosov A, Seiler M. (2021) Countering commoditization through innovation: challenges for European B2B companies. Research-Technology Management, Volume 64, Issue 4, July 2021, pp. 20-28en_UK
dc.identifier.issn0895-6308
dc.identifier.urihttps://doi.org/10.1080/08956308.2021.1908721
dc.identifier.urihttp://dspace.lib.cranfield.ac.uk/handle/1826/16936
dc.language.isoenen_UK
dc.publisherTaylor and Francisen_UK
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International*
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/*
dc.subjectB2B companiesen_UK
dc.subjectcommoditizationen_UK
dc.subjectcompetitive strategyen_UK
dc.subjectcustomer needsen_UK
dc.titleCountering commoditization through innovation: challenges for European B2B companiesen_UK
dc.typeArticleen_UK

Files

Original bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
Countering_commoditization_through_innovation-2021.pdf
Size:
462.7 KB
Format:
Adobe Portable Document Format
Description:
Download
License bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
license.txt
Size:
1.63 KB
Format:
Item-specific license agreed upon to submission
Description:
Download

Collections

Staff publications (SoM)