ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
Although buyers increasingly report prioritizing sustainable products and services, they are often underwhelmed by seller offerings.
A critical disconnect exists between what customers report caring about and what B2B firms emphasize in their branding efforts.
Data wrapping is the practice of giving data and analytics to customers as product features and customer experiences, with the goal of increasing a product’s value proposition. The users of these data wrapping functionalities are the company’s customers – not the employees. And as this is a customer oriented feature being a part of the product offering, the product road map is lead by product owners – not IT. It is an interesting strategy to monetize data – in a way that extends the product value proposition.
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