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Bringing Industrial Software to Market: Managerial Challenges and an Agenda for Future Research

In: Serving the Customer

Author

Listed:
  • Viktor Jarotschkin

    (ESMT Berlin)

  • Johannes Habel

    (University of Houston)

  • Andreas Eggert

    (Freie Universität Berlin)

  • Bianca Schmitz

    (ESMT Berlin)

  • Olaf Plötner

    (ESMT Berlin)

Abstract

Industrial manufacturers are increasingly developing and marketing industrial software systems (ISS) in addition to their traditional hardware-based products. ISS are complex market offerings with a software core complemented by services that enable industrial customers to increase the efficiency and effectiveness of their value creation processes through connectivity, data, and automation. When bringing ISS to market, manufacturers often face serious roadblocks. Our research sheds light on these roadblocks and develops an agenda for future research. This study conceptualizes ISS based on focus group discussions with top-level and senior managers as well as additional desk and literature research. As a result, this study carves out ISS research priorities, spanning the five areas of (1) marketing strategy, (2) marketing organization, (3) innovation, (4) sales, and (5) customer behavior. Overall, this paper is the first to conceptualize ISS, to position its concept in the marketing literature, and to propose an agenda for future research.

Suggested Citation

  • Viktor Jarotschkin & Johannes Habel & Andreas Eggert & Bianca Schmitz & Olaf Plötner, 2023. "Bringing Industrial Software to Market: Managerial Challenges and an Agenda for Future Research," Springer Books, in: Thomas Aichner (ed.), Serving the Customer, pages 175-211, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-39072-3_7
    DOI: 10.1007/978-3-658-39072-3_7
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