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The future of B2B: Harnessing platforms for AI, sustainability, and connected value creation

Collaborative research from Capgemini Invent and MIT’s Initiative on the Digital Economy

By now, everyone knows the value of Business-to-Customer (B2C) platforms. There is a wealth of research, analysis, and educational material on their success. But the same cannot be said about the Business-to-Business (B2B) sphere. So, if there is so much transformative potential, why haven’t B2B platform business models been so readily adopted by business to business organizations? At Capgemini Invent, we wanted to answer that very question, which is why we collaborated on a comprehensive report with our long-term partner, the Massachusetts Institute of Technology (MIT).

“Although the study of B2C platforms has contributed greatly to our understanding of platforms more broadly, the B2B sector operates under entirely different dynamics that require tailored approaches. Directly applying B2C strategies to B2B interactions overlooks crucial complexities unique to business ecosystems. Our research uncovers how B2B platforms are beginning to revolutionize company relationships and offers one of the first detailed frameworks for their success.”

Geoffrey Parker, Dartmouth College and MIT Sloan School

Building better B2B platforms: Insights from a multi-method study

Together, one year ago, we published an outline of our Intentions and methodology: Paving the Way to Success. Now, we are delighted to announce the forthcoming concluding part of our research on B2B platforms. Our long-term partnership with MIT has yielded many surprising insights and enabled us to draw up nine necessary dimensions business to business organizations should consider when embracing the power of platforms. We draw on three primary data sources: a company coding of more than 350 B2B online platforms, in-depth interviews with 30 B2B platform companies’ executives, and a quantitative survey of 200 B2B digital platforms.

Why B2B Platforms?

It is a common question in the world of business. If, after many years, something still has not been created, people wonder whether it is necessary at all. But this is not the Capgemini way. We believe organizations should strive to continuously innovate and explore untapped potential. And the truth is, just as in the B2C world, Business-to-Business platforms can reduce complexity and drive value for organizations worldwide. In fact, a business-to-business online platform is rapidly becoming a prerequisite in the modern landscape, particularly a B2B marketing platform.

The Future of B2B: Harnessing platforms for AI, sustainability, and connected value creation

Regardless of their type, all B2B platforms can scale faster than traditional business models. They do so by taking advantage of network effects and creating significant value for all sides of the market and its orchestrator.

Download the report
B2B platforms part 2 report cover image updated new

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Meet our experts

Leonardo Serra

Manager, Capgemini Invent, Visiting Scientist at MIT Sloan School
Leonardo is a Senior Consultant at Capgemini Invent focusing on platform economics and digital services. He worked on helping companies ramp-up digital projects, adopt digital technologies and implement platform strategies and new digital services. He’s passionate about new technologies, their implementation into our everyday lives and synergies between big companies and smaller innovative providers. He is currently a visiting scientist at MIT Sloan School of Management and conducting the research on B2B platforms and their road to success.

Elisa Farri

Vice president, The Management Lab, Capgemini Invent
Included in the list of management thinkers to watch by Thinkers50, Elisa is an expert on management at the intersection of academia and business. Through exploratory research, thought leadership, and academic collaborations, Elisa bridges the latest management frameworks into practice. A frequent contributor to the Harvard Business Review, Elisa has extensive experience developing and delivering executive training at leading organizations globally.

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