A3 Book section, chapters in research books

Selling digital twins in business-to-business markets


Open Access publication

Publication Details
Authors: Rantala Tuija, Kokkonen Kirsi, Hannola Lea
Editors of book: Ukko, Juhani; Saunila, Minna; Heikkinen, Janne; Semken, R. Scott; Mikkola, Aki
Edition name or number: 1
Publishing place: London
Publication year: 2021
Language: English
Title of parent publication: Real-time Simulation for Sustainable Production
eISBN: 9781003054214
JUFO level of this publication: 3
Open Access: Open Access publication
Location of the parallel saved publication: http://urn.fi/URN:NBN:fi-fe2021061537453

Abstract

Selling value generated by digital solutions for customers is different
than selling traditional physical equipment. The purpose of this chapter
is to study how digital twin sales can be promoted. The chapter
combines the literature of business-to-business (B2B) sales with new
information coming from a study on digital twinning in a manufacturing
context. The study includes the results of ten semi-structured theme
interviews that were conducted in January and February of 2020 with six
digital twin provider companies from the areas of intelligent machine
control systems, software solutions, real-time simulation, and machine
engineering. The result is a model illustrating the levels of customer
and data-based-solution understanding needed to successfully sell
digital twins in the B2B market. The model was applied to the six case
companies, each with a different digital-twin solution, and practical
examples are presented that were revealed during the qualitative
interviews. The empirical study identified different challenges related
to the sale of differing levels of the digital-twin solution. The
results indicate that companies that targeted more complex digital-twin
developments required a higher level of technological proficiency from
their salespeople and a stronger understanding of the value elements for
the customers, their businesses, and their business ecosystems.


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Last updated on 2021-03-08 at 10:54