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understanding of how data-derived insight addressing consumers' behavior and preferences could serve efforts to encourage environment-related decisions and associated improvements. Increas- ing demands and standards for sustainability reporting might also pave the way for more transparency and details regarding reported com- pany making these reports suitable and reliable sources of data also for research. Expanding the view to analyzing how value from data can be co-created between suppliers and customers and how that value is shared among the actors would be worthwhile. Herein, research rooted in marketing research could provide inspiration (e.g., Mubushar et al., 2021). Finally, a wider perspective overall – encompassing matters such as social sustainability – would be welcome.
Industrial
Marketing ,
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CONCLUSIONS
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Our study responded to a need for exploring data's value in the con- text of environmental sustainability as perceived by the customers of the case company and for examining exactly how the data support value (for the businesses involved and in environmental terms). We were able to highlight vital elements and mechanisms. By assessing the characteristics and possible uses of data that could facilitate sus- tainability alongside the link to customers' goals, we shed light on this value as a multifaceted concept even when attention is restricted to the customers' perspective. We found that, as our informants highlighted, diverse decision-making points in business operations and consumers' life could benefit from better availability of reliable environment-related data. Clearly, the need to cultivate sustainability- supporting value from data is constantly growing, as are associated expectations – business-function-internally, throughout the compa- nies' value chains, and among their stakeholders. The business world urgently requires far better capabilities of working with environment- related data, covering data management, practices, and skills in analyz- ing and utilizing data. ACKNOWLEDGMENTS The Metsämiesten Säätiö Foundation [grant number 21VE049KE] and Kaute-säätiö [grant number 20220113] are gratefully acknowledged for funding Päivi Luoma's work in this research.
ORCID Päivi Luoma
https://orcid.org/0000-0003-3250-3502
Romana Rauter
https://orcid.org/0000-0001-5742-2886
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