Commoditization pressures and shifting consumer expectations have inspired many companies to use data to enrich core products and services, a phenomenon that we call wrapping. Companies wrap offerings with data to differentiate them and to add value to customers, which increases product- or service-related outcomes that include price, sales, and loyalty. The best companies build distinctive competencies for wrapping and then coordinate wrapping’s unique practices with those established to help organizations improve and/or sell. This study will investigate wrapping competencies for high-performing firms -- and identify the most effective ways that firms coordinate wrapping with improving and selling activities.
Research questions include:
(*) What practices do firms put in place to wrap in ways that differentiate products/services, add value to customers, and ensure legal and ethical data use?(*) How do IT and the product management functions perceive the effectiveness of wrapping practices?(*) How do wrapping practices impact important firm outcomes?(*) How do companies effectively coordinate wrapping with improving and selling activities?