Pricing · Qualitative empirical study using an exploratory stage with workshops and a second stage of semi-structured, in-depth interviews; the article develops a taxonomy of B2B subscription offers and discusses growth implications.
Subscription offers in business-to-business markets: Conceptualization, taxonomy, and framework for growth
Industrial Marketing Management · 2024
Summary
The study identifies four common characteristics of B2B subscriptions and classifies offers into four categories using service focus and resource integration. It reports that subscriptions can support growth by testing innovations, accelerating monetization opportunities, and enhancing customer experience, while requiring changes beyond portfolio management in capabilities, processes, and structure.
For your marketing
Possible founder application
Use this study as a bounded example of subscription offers in business-to-business markets: conceptualization, taxonomy, and framework for growth; assess whether its population, intervention and outcome match your own decision.
Reported result
What the study found
The study identifies four common characteristics of B2B subscriptions and classifies offers into four categories using service focus and resource integration. It reports that subscriptions can support growth by testing innovations, accelerating monetization opportunities, and enhancing customer experience, while requiring changes beyond portfolio management in capabilities, processes, and structure.
Research question
What the authors investigated
What does subscription offers in business-to-business markets: conceptualization, taxonomy, and framework for growth show about customer decisions or business outcomes?
Design
Qualitative empirical study using an exploratory stage with workshops and a second stage of semi-structured, in-depth interviews; the article develops a taxonomy of B2B subscription offers and discusses growth implications.
Sample and setting
Stage 1: 23 professionals from 12 companies in two workshops. Stage 2: 25 interviews with 27 executives from 15 European and Asian firms, ranging from approximately 250 to almost 100,000 employees; the interviewed subscription initiatives operated across multiple world regions.
Scope and transfer
Limitations to keep in view
The article's fetched page identifies the study as exploratory and based on purposive/theoretical sampling; it states that sampling ceased at theoretical saturation. No stronger causal or population-generalization claim is made here. Full article methods and correction history were not independently reviewed.
Research sources
Publisher page directly retrieved; candidate metadata and reported result checked against that page. Full methods were not independently reviewed.