Examining Drivers of B2B Subscription Commerce in Digital Ecosystem Using Fuzzy Cognitive Mapping

This study investigates subscription commerce (SC) in the business-to-business (B2B) marketplace, focusing on transforming legacy incumbents’ relationships from one-time transactions to long-term associations. It aims to identify SC drivers and their role in the digital era’s production and consumption ecosystem. The research follows a three-part approach. First, it distinguishes SC from electronic commerce and subscription billing. Second, it explores the digital ecosystem (DE), emphasizing the production and consumption ecosystem. Third, it proposes a fuzzy cognitive mapping (FCM) framework to analyse SC drivers, specifically emphasizing value derivation from data in the DE transition. This study pioneers the analysis of SC drivers within B2B contexts, showcasing SC’s substantial role in unlocking value for legacy incumbents, particularly through the innovative FCM framework. It stands out as the first comprehensive analysis of SC drivers in B2B settings, showcasing its contribution to the digital transformation of legacy incumbents using FCM. This research offers crucial insights for legacy firm managers, aiding in digital transformation strategies, whether through in-house development or SC procurement. Additionally, consultants can leverage these drivers to support firms in their digitization efforts.