Countering Commoditization Through Innovation Challenges for European B2B Companies: B2B companies can use a Commoditization-Innovativeness Matrix to identify actions to counteract the pervasive threat of commoditization that exists in many B2B markets.

Keith Goffin; Matthias Seiler; Aleksei Beznosov

doi:10.1080/08956308.2021.1908721

Back

Countering Commoditization Through Innovation Challenges for European B2B Companies: B2B companies can use a Commoditization-Innovativeness Matrix to identify actions to counteract the pervasive threat of commoditization that exists in many B2B markets.

Journal article

Open access

Peer reviewed

Countering Commoditization Through Innovation Challenges for European B2B Companies: B2B companies can use a Commoditization-Innovativeness Matrix to identify actions to counteract the pervasive threat of commoditization that exists in many B2B markets.

Keith Goffin, Matthias Seiler and Aleksei Beznosov

Research Technology Management, Vol.64(4), pp.20-28

2021

DOI: https://doi.org/10.1080/08956308.2021.1908721

Abstract

Competitive strategy

Customer needs

Commoditization

B2B companies

Overview: 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. © 2021 The Author(s). Published with license by TaylorXX1Francis Group, LLC.

Files and links (2)

pdf

2021_JournalArticle_GoffinKeith_CounteringCommoditization922.25 kBDownload View

Published (Version of record)CC BY-NC-ND V4.0, Open Access

url

https://doi.org/10.1080/08956308.2021.1908721View

Published (Version of record)CC BY-NC-ND V4.0, Open

Metrics

2 Record Views

3 Times Cited - Web of Science

Details

Title: Countering Commoditization Through Innovation Challenges for European B2B Companies: B2B companies can use a Commoditization-Innovativeness Matrix to identify actions to counteract the pervasive threat of commoditization that exists in many B2B markets.
Creators - without role: Keith Goffin - Stockholm School of Economics, Department of Entrepreneurship, Innovation and Technology (House of Innovation)
Matthias Seiler - Heinrich Heine University Düsseldorf
Aleksei Beznosov - Cranfield University (GB)
Publication Details: Research Technology Management, Vol.64(4), pp.20-28
Publisher: Taylor & Francis (Routledge): SSH Titles
Number of pages: 9
Identifiers: 991001480786406056
Copyright: © 2021 The Author(s). Published with license by Taylor & Francis Group, LLC. This is an Open Access article distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives License (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is properly cited, and is not altered, transformed, or built upon in any way.
Academic Unit: Department of Entrepreneurship, Innovation and Technology (House of Innovation)
Language: English
Resource Type: Journal article

Countering Commoditization Through Innovation Challenges for European B2B Companies: B2B companies can use a Commoditization-Innovativeness Matrix to identify actions to counteract the pervasive threat of commoditization that exists in many B2B markets.

Abstract

Files and links (2)

Metrics

Details

Stockholm School of Economics Social media