Digital entrepreneurship in wholesale: identification of implementation strategies for data spaces

The initial observation of this study is the gap of research in the economic application of data spaces in wholesale. With the lowering threshold in using digital technology in innovative services wholesale is confronted with new competition in their main business – the purchase and sale of products in large numbers. Wholesale must advance in their own business creating new digital services for their customers to stay relevant competitors in their markets.

The design follows an explorative, heuristic and interdisciplinary approach (social sciences and in-formation systems) of a multiple case study combining semi-structured, open and participating observation in three case studies. The cases were set in tourism, construction, as well as manufacturing and were each scientifically accompanied for more than one year during the identification of implementation of strategies for data spaces as digital entrepreneurial path.

The study shows four strategies in the implementation of data spaces in traditional wholesale. These data spaces have their focus in (1) the traded commodity with two specificities (1a and 1b), (2) the customer and (3) the cooperation of an ecosystem of companies. Each have their own challenges, chances and specifications like the data sovereignty. These strategies are embedded in the behavior of digital entrepreneurship.

This study accompanied and observed the entrepreneurial strategies of three wholesalers discovering new opportunities enabled via data spaces. These three strategies follow different approaches offering potentials for other wholesalers.