Selling the Value of Complex Data-based Solution for Industrial Customers

Overview & Synopsis

Selling complex data-based solutionsis multifaceted as ecosystem actors perceive the value differently during the product lifecycle. The purpose of this paper is to study data-based solution sales in business ecosystems by presenting findings from ninerecent interviews withmanufacturing industryprofessionals. The results are demonstrated intwo categories:1) challenges in sharing, selling and buying data, and 2) the value of data for different actors in an ecosystem-like business environment. The managerial implications consist of clarifying the scattered viewpoints for selling data-based solutionsand value formulation for different actorsin an ecosystem. Theoretical contributions provide important aspects for the gap betweenbusiness and sales research of data-based solutions,as current literature mainly focuseson the technical aspects.