Digital transformation in sales as an evolving process

Abstract

The majority of business-to-business companies are working on their digital transformation in sales. Despite enormous transformation efforts, the expected productivity gains are often missing in most companies. Based on empirical research, this paper aims to develop a new market- oriented transformation model. Management implications as well as future research directions are derived for a more focused digital transformation process in sales. Design/methodology/approach – Within the exploratory research study, 90 key informants were interviewed to provide better insights in the context of digital transformation in sales. The accuracy of the research results was safeguarded by triangulation. Findings – As this research paper will show, the reasons for the missing productivity gains caused by a limited knowledge about the main success factors of digital transformation as well as a lack of understanding of digital transformation as an evolving process. Originality/value – Based on the empirical research, a new market-oriented transformation model is developed and management implications as well as future research directions are derived for a more focused digital transformation process in sales. mehr

Mehr zum Titel

Titel	Digital transformation in sales as an evolving process
Medien	Journal of Business & Industrial Marketing
Verlag	Emerald Publishing Limited
Heft	4
Band	36
ISBN	0885-8624
Verfasser	Prof. Dr. Stefan Wengler, Gabriele Hildmann, Ulrich Vossebein
Seiten	599-614
Veröffentlichungsdatum	25.05.2021
Zitation	Wengler, Stefan; Hildmann, Gabriele; Vossebein, Ulrich (2021): Digital transformation in sales as an evolving process. Journal of Business & Industrial Marketing 36 (4), 599-614. DOI: 10.1108/JBIM-03-2020-0124