It focuses on the development of Artificial Intelligence (AI), Augmented Reality (AR), blockchain, drones, the Internet of Things (IoT), robotics, 3D printing, and Virtual Reality (VR).

Gulnar Nussipova defended her thesis "Unpacking the Value of Emerging Technologies: Experimentation, Communication, and Knowledge Brokering" at the Marketing Section, Stockholm Business School on October 12th.

Gulnar Nussipova with her thesis "Unpacking the Value of Emerging Technologies: Experimentation, Communication, and Knowledge Brokering".

Her research demonstrates the importance of continuous collaboration and co-creation between businesses and customers throughout the entire product life cycle. Traditionally, co-creation has been used in the ideation phase to generate and improve ideas. The new research findings highlight that it is equally important to continue the collaboration and engage customers in an ongoing interactive dialogue. This approach differs from viewing customer engagement as a one-time event. Instead, it emphasizes the importance of maintaining a dynamic ongoing interaction between businesses and customers, enabling real-time feedback and collaboration. Through this continuous engagement, companies can remain agile, innovative, and improve based on evolving customer insights and needs within a dynamic ecosystem.

Gulnar Nussipova used a qualitative method with in-depth interviews, participant observation, and document analysis to gather data. The result was three scientific articles. Each article addresses the process in different ways - experimentation, communication, and knowledge brokering- that help businesses and customers understand the value of new technologies.

The process - experimentation, communication, and knowledge brokering - makes it easier to understand what technology can do, gets customers more engaged, and creates a collaborative environment where value can be created together. Experimentation, communication, and knowledge brokering are all crucial in explaining the value of new technologies to customers. They are interconnected and reinforce each other, forming part of an ongoing cycle of value creation. It is essential that they work together; if one is missing, the others become less effective.

Processes helping to unpack the value of emerging technologies.

“Before I began my research, I worked in marketing, product management, and business development. This professional background allowed me to observe changing market trends, customer interactions, and how products are introduced to the market,” Gulnar explains.

“When I chose the topic for my thesis, I aimed to bridge the gap between academic research and real-world applications. The goal was to produce research that was academically rigorous while also having clear implications for practitioners in the field. My previous experiences guided me in my choice of dissertation topic,” she continues.

The Processes - Experimentation, Communication and Knowledge brokering

In a B2B environment, suppliers can develop experimental platforms for testing where relevant stakeholders can use the technology. Testing can serve a dual purpose: to discover valuable applications and benefits while also revealing any limitations. Through experimentation, customers can gain direct experience, thereby gaining a better understanding of the technology's utility within their specific contexts.

In addition to experimentation, managers can encourage a culture of continuous collaboration with all involved stakeholders. By using an iterative strategy, organizations can continuously refine technology applications and solutions, ensuring that they remain agile in the face of changing market demands and new opportunities. Feedback mechanisms are essential for collecting information, insights, and ideas from contributing customers.

Suppliers need to formulate a compelling value proposition to gain market acceptance. Creating an initial value proposition for new technologies can be a challenge. Therefore, it is wise to maintain an ongoing dialogue with their customer base to track how the perception of value evolves over time.

It can also be a good idea for suppliers to enlist the services of knowledge brokers. The dissertation shows that knowledge brokers serve as invaluable intermediaries, helping to disseminate information and promote collaboration among various stakeholders. Their involvement can provide deep insights into potential applications and benefits, thereby enriching the entire ecosystem surrounding emerging new technologies.

Read the thesis "Unpacking the Value of Emerging Technologies: Experimentation, Communication and Knowledge Brokering"
 

From the left:
Martin Johansson (member of the examination committee, SBS)
Fredrik Nordin (supervisor, SBS)
Gulnar Nussipova (PhD)
David Sörhammar (supervisor, SBS)
Per Andersson (opponent, Handelshögskolan)
Lazar Rusu (reserve, the examination committee, DSV, SU)
Pejvak Oghazi (member of the examination committee, Södertörns högskola)
Ali Yakhlef (supervisor, SBS)
Emilia Rovira Nordman (member of the examination committee, Mälardalens universitet)