Authors: Lauri Saarivuori; Mika Ojala; Mikko Myllykangas; Tommi Mahlamäki
In the past years, digitalization and information technology have changed our buying behavior in numerous ways. As consumers, we increasingly go online to search for more information, evaluate products, and make purchasing decisions. New digital tools are a way to streamline the processes and create opportunities for both more efficient and more customer oriented solutions. While the transformation started mainly form the business-to-consumer (B2C) side the change is more and more present also in the business-to-business (B2B) markets. As the change continues it has effects on the B2B distribution and sales processes, where the traditional company – distributor networks have been the established way of doing things for a long time. The purpose of the paper is to analyze the effects of digitalization on the industrial distribution networks. The main focus of the research is in the development of a digital guided selling solution and sales configurators. The guided selling solution can be used within a selling company helping the salesman to find out the optimal solution for the customer’s needs. This solution can also include a tool for the distributors where they can configure the solutions for their customers. Research question of the paper is how digitalization and new sales tools can affect the formation, structure and development of the distribution networks? The paper analyses 32 interviews that are coming from a dyadic company – distributor context. The in-depth interviews were conducted in 14 different companies. The data gathering is focused around three focal industrial case companies, where two of them were offering goods and services in the field of electronics industry, while one was a machine manufacturer producing equipment used mainly in construction industry. In addition, two workshops aimed at the professionals, were also arranged around the research topics. The results identify new capabilities and resources needed in the distribution networks. New digitalized processes can be used as a way to re-assess the functions and efficiency of the current distributors. Implications on distribution network formation and development are addressed. Successful guided selling implementation at the focal company as well as distributors can result benefits from two directions. The end-customer receives a better solution for the need and the operations are more efficient. Our results indicate that there are significant differences among the distributors in their willingness and abilities to use new IT supported solutions in their business.
Journal: n.a. (n.a. – n.a.)
Web Address: n.a.
Publish Year: 2016
Conference: Poznan, Poland (2016)