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EMAC 2022 Annual

Exploring Customer Journeys in B2B: Proactively Managing Value Creation

Published: May 24, 2022


Harald Brege, Department of Management and Engineering, Linköping University; Lisa Lundin, Linköping University; Daniel Kindström, Department of Management and Engineering, Linköping University


Customer journeys provide the tools for firms to proactively manage the experiences of their customers as they engage with each other, thus enabling the firms to also manage the creation of customer value. However, there is a lack of research studying the effective use of customer journeys in the complex B2B context. This study will explore how firms can use customer journeys to proactively manage the creation of customer vale. It will identify the most critical touchpoints and interactions of a B2B customer journey and how they shape and guide the experience, allowing firms to develop journeys that drive customers towards favorable outcomes. This will result in a framework that enables an increased understanding of how firms can proactively manage customer value creation through customer journeys and what factors contribute to success for such proactive market strategies. The study will use an exploratory qualitative multiple-case study of large Swedish industrial firms.