The Outcomes of B2B Data-driven Customer Focused Value Creation

Research output: Contribution to journalArticlepeer-review


Despite data being a hot topic, little is known about how data can be successfully utilised in interactions in business-to-business relationships, specifically in the boundary spanning contexts of firms working together to use data and create value. Hence, this research investigates the boundary spanning context of data-driven customer value projects to understand the outcomes of such activities, including (i) the types of value created, (ii) how resulting value is shared between the interacting firms, (iii) the types of capabilities required for firms to deliver value from data and (iv) in what contexts different outcomes are created and different capabilities required.
Three abductive case studies were undertaken with firms from different business-to-business domains. Data were coded in NVivo and interpreted using template analysis and cross-case comparison. Findings were sense checked with the case study companies and other practitioners for accuracy, relevance, and resonance.
The findings expand our understanding of firm interactions when extracting value from data and we present fifteen outcomes of value created by the firms in the study. We illustrate the complexity and intertwined nature of the process of value creation, which emphasizes the need to understand distinct types of outcomes of value creation and how they benefit the firms involved. We go beyond this by categorising these outcomes as unilateral (one actor benefits), developmental (one actor benefits from the other) or bilateral (both actors benefit).
Research limitation/implication
This research is exploratory in nature. It provides a basis for further exploration of how firm interactions surrounding the implementation of data-driven customer value projects can benefit the firms involved and offers some transferable knowledge which is of particular relevance to practitioners.
Practical implications
This research contributes to the understanding of data-driven customer-focused projects and offers some practical management tools. The identification of outcomes helps define project goals and helps connect these goals to strategy. The organization of outcomes into themes and contexts helps managers allocate appropriate human resources to oversee projects, mitigating the impacts of a current lack of talent in this area. Additionally, utilising the findings of this research, firms can develop specific capabilities to exploit the project outcomes and the opportunities such projects provide. The findings can also be used to enhance relationships between firms and their customers, providing customer value.
This works builds on research that explores the creation of value from data and how value is created in boundary spanning contexts. It expands existing work by providing greater insight into the mechanics and outcomes of value creation and by providing specific examples of value created. It also offers some recommendations of capability requirements for firms undertaking such work.
Original languageEnglish
JournalJournal of Business & Industrial Marketing
Publication statusAccepted/In press - 28 Dec 2022


  • Data
  • value creation
  • interaction
  • business relationships
  • boundary spanning
  • capabilities


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