Digital Transformation of B2B Sales Organisations : A case study of a Swedish paper manufacturer

Abstract: With the introduction of a fourth industrial revolution, new technologies are changing the behaviour of buyers in all markets. Coupled with an acceleration caused by the COVID-19 pandemic, manufacturers are now more than ever facing a pressure to digitally transform. These digital transformations entail not only the implementation of new technologies, but also require change in every part of the organisation. The purpose of this thesis is to investigate the role that digital transformation and technological advancements has on B2B sales. Moreover, the thesis aims at creating recommendations for managers to strategically address these transformations as well as providing empirical data on digital transformation. To achieve the purpose and aim of the thesis, an exploratory single case study was performed on one of Europe’s largest paper manufacturers. The case study includes a semi-systematic literature review of 108 research articles, as well as 12 interviews with various employees from the case organisation. The findings of the case study were three-fold. Firstly, combining the areas covered by literature with the findings from the case study, a proposed framework for how technology affects the entire B2B sales organisation is created. This framework consists of the four dimensions: technology, value chain, business model and internal aspects. Secondly, based on the current level of digitalisation in the case company, 15 specific measures for improving the level of digitalisation and enabling digital transformation are presented. Lastly, the study revealed that the challenges an organisation faces when aiming at achieving a digital transformation are not only related to the organisation’s current level of digitalisation but also reliant on it’s customers, product sell and the market in which it operates.