This empirical study discusses chances and challenges of disruptive Internet of Things (IoT) business models. The goal of an innovative, successful business model refers to delivering customer value in a new way. Focusing on Eastern European business-to-business data, we address the following question: (1) What do B2B customers expect from the Internet of Things? (2) Are customers willing to co-creating value in the sense of Service-Dominant (S-D) logic and engage in IoT-related business models? This paper evaluates the attitude of B2B customers active in Poland regarding co-creation of value in disruptive projects and provides strategic recommendations to overcome the significant lack of knowledge in IoT-related business opportunities.
Based on a case study incorporating qualitative CATI interviews, our findings indicate the following: The willingness of buyers to co-create value is still limited. Considering the idea of Berry et al. (2006), we offer an enhanced IoT-related service strategy to actively include reluctant buyers into the network of actors. “No interaction is an island”, instead it is rooted in the reaction on the involved counterparts’ acting. An early involvement of all actors in interaction processes like the development of service business models may prevent manufacturers from creating severe obstacles for their customers to co-create value.

Falkenreck, C.; Leszczyński, G, Zieliński; M. & Wagner, R (2022). Co-Creation of Value in the Digital Age—
Do Customers Really Want to Engage in Joint Value Formation?