Navigating Uncharted Waters: Insights into Transformative Marketing in the B2B Mobility Ecosystem

Figures & data

Table 1. Interviewee details (in time-chronological order).

Interviewee function	Management scope [employees]	Company type	Company size	Working experience [years]	Interview length
Innovation Manager	11–50	Others	>5.000	21–25	52 min.
Sales Manager	1–10	Supplier	>5.000	26–30	1h 1 min.
Marketing Manager	1–10	OEM	>5.000	15–20	1h 20 min.
Consultant Mobility	1–10	Consultancy	1.000–5.000	26–30	41 min.
Member of Management Board	>50	New players, tech firms	>5.000	15–20	40 min.
Member of Management Board	>50	Supplier	>5.000	21–25	45 min.
Member of Management Board	>50	Supplier	1.000–5.000	>30	28 min.
Member of Management Board	>50	Supplier	1.000–5.000	26–30	42 min.
Manager Organizational Innovation	1–10	Supplier	1.000–5.000	15–20	33 min.
Chief Marketing Officer	>50	New players, tech firms	1.000–5.000	15–20	54 min.
Interim Manager/Consultant Mobility	>50	Consultancy	<1.000	21–25	34 min.
Member of Management Board	11–50	New players, tech firms	<1.000	16–20	39 min.
Member of Management Board	11–50	Others	<1.000	26–30	44 min.
Strategy Manager	11–50	New players, tech firms	>5.000	26–30	33 min.
Strategy Manager	1–10	Others	<1.000	<10	33 min.
Member of Management Board	>50	Mobility service provider	>5.000	>30	45 min.
Innovation Manager	1–10	New players, tech firms	1.000–5.000	21–25	47 min.
Innovation Manager	>50	Mobility service provider	1.000–5.000	11–15	42 min.
Member of Management Board	>50	Supplier	>5.000	21–25	48 min.
Member of Management Board	>50	Supplier	<1.000	26–30	40 min.
Sales Manager	1–10	Supplier	<1.000	26–30	38 min.
Marketing Manager	>50	OEM	1.000–5.000	>30	1h 4 min.
Member of Management Board	>50	New players, tech firms	<1.000	10–14	33 min.
Member of Management Board	>50	Supplier	<1.000	>30	49 min.
Sales Manager	11–50	Mobility service provider	<1.000	15–20	48 min.
Innovation Manager	11–50	OEM	>5.000	>30	51 min.
Innovation Manager	11–50	OEM	>5.000	21–25	41 min.
Sales Manager	1–10	Supplier	1.000–5.000	<10	55 min.
Sales Manager	1–10	Supplier	<1.000		41 min.
Consultant Mobility	1–10	Others	<1.000		29 min.

Figure 1. The morphology of disruptive B2B mobility ecosystems by company type (RQ1).

Figure 2. Two clusters of BES perceptions.

Figure 3. Dimensions of transformation readiness by management level (RQ2).

Figure 4. Instruments of TM strategies by company type (RQ3).

Figure 5. Typology of comprehensive TM strategies in B2B mobility firms.

Figure 6. TM metrics by company type (RQ4).

Figure 7. Illustration of the category structure.

Table

Category	Sub-category	N	Share
Firm type	Supplier	11	36,7%
	New players, tech service provider TSP	6	20,0%
	OEM (active in commercial business)	4	13,3%
	Mobility service provider MSP	3	10,0%
	Others	6	20,0%
Interviewee management level	Lower (1–10 people)	9	30%
	Middle (11–50 people)	8	27%
	Upper (> 50 people)	13	43%
Interviewee function	Marketing/strategy/sales managers	14	46,67%
	Management boards (CEOs, CFOs, CDOs)	11	36,67%
	Innovation/digitalization managers	5	16,67%
Firm size (number of employees)	Startup/SME (< 1.000 employees)	11	36.7%
	Majors (1.000–5.000 employees)	9	30%
	Corporates (> 5.000 employees)	10	33,3%

Table

Code ID	Main and sub-category	Total	Company Type					Management level
			OEM	Supplier	Tech firms	MSP	Others	Lower	Middle	Upper
BES	Business ecosystem	339	48	106	82	43	60	82	121	136
BES1	Configuration	91	16	34	16	4	21	21	31	39
BES2	Technology	87	9	36	21	10	11	21	29	37
BES3	Customer dimension	62	10	10	23	12	7	9	26	27
BES4	Patterns of value creation	30	3	5	7	4	11	11	7	12
BES5	Dynamism & adaptation	27	5	11	3	5	3	9	8	10
BES6	Co-evolution/co-opetition	6	-	-	2	1	3	-	6	-
BES7	Others	36	5	10	10	7	4	11	14	11
R	Transformation readiness (resources)	339	60	137	56	24	62	115	112	112
R1	Organization & processes	98	11	40	11	10	26	37	32	29
R2	Corporate culture	83	29	22	14	4	14	41	24	18
R3	Knowledge & human capital	68	8	33	17	2	8	15	27	26
R4	Legacy	46	6	16	9	6	9	12	15	19
R5	Equipment & infrastructure	17	-	9	5	-	3	3	7	7
R6	Financial resources	16	2	11	-	1	2	3	3	10
R7	Others	11	4	6	-	1	-	4	4	3
TM	Transformative marketing instruments	510	95	183	80	49	103	193	158	193
TM1	Strategic marketing instruments	185	42	63	34	8	38	72	46	67
TM2	Product-related instruments	116	18	47	15	17	19	37	37	42
TM3	Relationship management	53	8	17	9	9	10	14	23	16
TM4	Distribution and sales-related instruments	50	14	17	4	8	7	25	13	12
TM5	Price-related instruments	47	6	18	5	3	15	17	19	11
TM6	Communication instruments	41	6	16	10	1	8	10	6	25
TM7	Others	18	1	5	3	3	6	4	8	6
SV	Success metrics	235	42	98	37	18	40	71	73	91
SV1	Finance & profitability measures	85	14	33	13	6	19	22	28	35
SV2	Customer-centric & market metrics	45	12	20	6	3	4	18	11	16
SV3	Innovation & software-related metrics	25	1	13	6	3	2	5	8	12
SV4	BES metrics	26	3	8	3	2	10	10	9	7
SV5	Business model & portfolio metrics	10	1	6	2	-	1	5	2	3
SV6	Others	44	11	18	7	4	4	11	15	18

Table

Code ID	Main and sub-category	Total	Company type					Management level
			OEM	Supplier	Tech firms	MSP	Others	Lower	Middle	Upper
BES	Business ecosystem	100%	100%	100%	100%	100%	100%	100%	100%	100%
BES1	Configuration	27%	33%	32%	20%	9%	35%	26%	26%	29%
BES2	Technology	26%	19%	34%	26%	23%	18%	26%	24%	27%
BES3	Customer dimension	18%	21%	9%	28%	28%	12%	11%	21%	20%
BES4	Patterns of value creation	9%	6%	5%	9%	9%	18%	13%	6%	9%
BES5	Dynamism & adaptation	8%	10%	10%	4%	12%	5%	11%	7%	7%
BES6	Co-evolution/co-opetition	2%	0%	0%	2%	2%	5%	0%	5%	0%
BES7	Others	11%	10%	9%	12%	16%	7%	13%	12%	8%
R	Transformation readiness (resources)	100%	100%	100%	100%	100%	100%	100%	100%	100%
R1	Organization & processes	41%	22%	41%	24%	71%	72%	47%	40%	35%
R2	Corporate culture	34%	59%	23%	31%	29%	39%	53%	30%	22%
R3	Knowledge & human capital	28%	16%	34%	38%	14%	22%	19%	34%	31%
R4	Legacy	19%	12%	16%	20%	43%	25%	15%	19%	23%
R5	Equipment & infrastructure	7%	0%	9%	11%	0%	8%	4%	9%	8%
R6	Financial resources	7%	4%	11%	0%	7%	6%	4%	4%	12%
R7	Others	5%	8%	6%	0%	7%	0%	5%	5%	4%
TM	Transformative marketing instruments	100%	100%	100%	100%	100%	100%	100%	100%	100%
TM1	Strategic marketing instruments	36%	44%	34%	43%	16%	37%	40%	30%	37%
TM2	Product-related instruments	23%	19%	26%	19%	35%	18%	21%	24%	23%
TM3	Relationship management	10%	8%	9%	11%	18%	10%	8%	15%	9%
TM4	Distribution and sales-related instruments	10%	15%	9%	5%	16%	7%	14%	9%	7%
TM5	Price-related instruments	9%	6%	10%	6%	6%	15%	9%	13%	6%
TM6	Communication instruments	8%	6%	9%	13%	2%	8%	6%	4%	14%
TM7	Others	4%	1%	3%	4%	6%	6%	2%	5%	3%
SV	Success metrics	100%	100%	100%	100%	100%	100%	100%	100%	100%
SV1	Finance & profitability measures	39%	35%	39%	42%	33%	51%	37%	41%	42%
SV2	Customer-centric & market metrics	18%	23%	20%	19%	17%	11%	26%	16%	15%
SV3	Innovation & software-related metrics	12%	3%	10%	13%	17%	5%	6%	9%	11%
SV4	BES metrics	12%	8%	10%	10%	11%	27%	16%	13%	9%
SV5	Business model & portfolio metrics	5%	3%	8%	3%	0%	3%	8%	3%	6%
SV6	Others	14%	30%	12%	6%	22%	3%	6%	18%	16%

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Anonymized data will be made available on request.