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Adoption of Service Innovations in a Business-to-Business Context: An Interdisciplinary Research Project within the Software Industry

在企业对企业环境中采用服务创新：软件行业内的跨学科研究项目

基本信息

批准号：
266937486
负责人：
Professor Dr. Thomas Widjaja
金额：
--
依托单位：
Lehrstuhl für ABWL und Marketing
依托单位国家：
德国
项目类别：
Research Grants
财政年份：
2015
资助国家：
德国
起止时间：
2014-12-31 至 2018-12-31
项目状态：
已结题

来源：
https://gepris.dfg.de/gepris/projekt/266937486?language=en
关键词：
Adoption Service Innovations Business Context

项目摘要

While there is a large body of research regarding the adoption of innovations at a consumer level, these decisions are under researched in a business-to-business (B2B) context. This particularly applies for service innovations, which is surprising since this type of innovation offers substantial growth opportunities for companies producing goods as well as services.Because of their key role as drivers for future growth in many industries, the understanding of factors influencing the buying decisions of customers is critical to the success of providers of service innovations. B2B purchase decisions are influenced by a variety of different factors, which are extremely complex (for example, these decisions are often made by several people in a buying-center and the selection process takes often several months).The proposed research project addresses this challenge by developing an integrated model for B2B adoption of service innovations, based on the example of the software industry. The software industry is characterized by a high variety of different B2B services, a relatively high share of services in sales, and a large number of innovation endeavors. Drawing on the conceptual model, the project investigates how providers of service innovations can systematically increase B2B adoption rates and, thus, are able to achieve the timely diffusion of their products in the market. In this vein, relationship characteristics as critical success factors in a B2B context are in the focus of this research project. In addition, characteristics of the service innovations as well as characteristics of the buying-center are considered in the research model.

虽然有大量关于在消费者层面采用创新的研究，但这些决策是在企业对企业 (B2B) 背景下进行研究的。这尤其适用于服务创新，这是令人惊讶的，因为这种类型的创新为生产商品和服务的公司提供了大量的增长机会。由于它们在许多行业中作为未来增长驱动力的关键作用，因此了解影响客户购买决策的因素对于服务创新提供商的成功至关重要。 B2B 购买决策受到各种不同因素的影响，这些因素极其复杂（例如，这些决策通常由购买中心的几个人做出，选择过程通常需要几个月的时间）。拟议的研究项目通过基于软件行业的示例，开发 B2B 采用服务创新的集成模型来解决这一挑战。软件行业的特点是B2B服务种类繁多、服务占销售比重较高、创新活动较多。该项目利用概念模型，研究服务创新提供商如何系统地提高 B2B 采用率，从而实现其产品在市场上的及时传播。在这种情况下，关系特征作为 B2B 环境中的关键成功因素是本研究项目的重点。此外，研究模型还考虑了服务创新的特征以及购买中心的特征。