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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

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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).

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.

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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.

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B2B platforms part 2 report cover image updated

Meet our experts

Geoffrey Parker

Professor of Engineering Innovation, Dartmouth College, Research Fellow at MIT Sloan School’s Initiative for the Digital Economy
Geoff is the Charles E. Hutchinson ‘68A Professor of Engineering Innovation at Dartmouth College, where he also serves as Director of the Master of Engineering Management Program. In addition, he is a visiting scholar and research fellow at the MIT Sloan School’s Initiative for the Digital Economy, where he leads platform industry research studies and co-chairs the annual MIT Platform Strategy Summit. His ambition is to understand the economics and strategy of network “platform” industries.

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.

Didier Bonnet

Professor of Strategy and Digital Transformation at IMD Business School
Didier Bonnet consult and provide executive education to large global organizations on the transition to digital businesses. Understanding the impact of technology on the way businesses are managed and perform. Although the impact of digitization is not new, the digital economy is at an inflection point, presenting unprecedented challenges for all Boards, CEOs and executives. He helps senior executives to digitally transform – customer experiences, operations or business models and to understand the significant changes in the way they work, communicate, and lead.

Elisa Farri

Vice President | Co-lead of The Management Lab by Capgemini Invent
Elisa Farri is an author, advisor, and former researcher at the Harvard Business School Europe Research Center. She nurtures relationships with management thinkers at the world’s top business schools. She is a member of the Thinkers50 Radar Class of 2023 and co-lead of The Management Lab by Capgemini Invent, a global think-tank that aims to democratize management and bridge the latest management ideas into practice.

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