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DIVA - Towards smart sales through creating value in business-to-business markets in digitalized world

DIVA - Towards smart sales through creating value in business-to-business markets in digitalized world

Composed of a unique mix of research institutions and companies operating both in Finland and abroad, the DIVA consortium wants to undertake the task of enhancing the global competitiveness and competencies of Finnish companies to create value in an era of radical change in business-buyer behavior.  

Business buying is changing radically due to digitalization. A business buyer now makes 60% of his purchasing decision based on online information. This means that a salesperson has less opportunities to create value with buyers than before. This rapid change in purchasing methods has created a critical gap in both academic literature and business knowledge. We need both in-depth information of the business-to-business (b-to-b) buyer’s digital journey and new tools to support companies’ integration of sales and marketing in this transformation.  

In order to provide new information on the effects of digitalization on business buying, the DIVA (Digital Value) research consortium will adopt a synergic and multidisciplinary approach to study the transformation of the business-buying process. The data gathering and analysis will include both quantitative and qualitative approaches at different stages of the customer’s buying process. The findings will be utilized in creating new tools that support the integration of sales and marketing. The DIVA project findings and tools will be widely disseminated to business and academic communities.

Project: DIVA - Towards smart sales through creating value in business-to-business markets in digitalized world
Focus area: New solutions for services and sales

Duration: 1.1.2015 -31.12.2017
Project Manager: Dr Johanna Vuori
Project website: http://www.divaresearch.fi/diva/

Partners: Haaga-Helia University of Applied Sciences, Technical Research Centre of Finland, Turku University of Applied Sciences, University of Eastern Finland, Avarn Security, Digia, Martela, Telia and Terveystalo in collaboration with Vlerick Business School, Belgium.

Funding: Finnish funding agency for innovation - TEKES (70%), companies (10%), Finnish research institutions (20%)