Digitization Capability and the Digitalization of Business Models in Business-to-business Firms: Past, Present, and Future

Thomas Ritter*, Carsten Lund Pedersen

*Corresponding author for this work

Research output: Contribution to journalReview articlepeer-review

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While the use of data in business-to-business marketing is not a new phenomenon, the digitization and digitalization of business-to-business firms' business models have recently attracted a great deal of attention. With the aim of creating an overview and consolidating this stream of research, the present paper offers a brief historical overview of research on digitization and digitalization in business-to-business markets – concluding that this discussion has a long tradition and, thus, is not a new phenomenon. We develop a definition of digitization capability as a basis for discussing how a firm's digitization capability interacts with its business model to allow for data-enabled growth, i.e. its digitalization, and we highlight promising avenues for future research.
Original languageEnglish
JournalIndustrial Marketing Management
Issue number4
Pages (from-to)180–190
Number of pages11
Publication statusPublished - Apr 2020


  • Business model
  • Business-to-business marketing
  • Digitalization
  • Digitization

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