Prior literature on customer engagement has emphasized the benefits of customer engagement to the firm and mostly ignored the customers' perspective. In contrast, we argue that sustainability of data-driven customer engagement require a dynamic and iterative value generation process involving 1)...

Buyers and suppliers apply specific strategic orientation to guide their business, and these strategies are seldom aligned, but emphasize different key elements. The buying center literature is focused on how offerings are used within the buying organization. As buyers and sellers are guided by...