What drives the successful launch of IoT-related business models?

Purpose Customer value perception of Internet Things (IoT)-based services has not been studied in the context a company’s readiness to adopt IoT technology. The purpose this paper is address gap by indicating research framing that combines insights from business model literature and customer such models their drivers. Design/methodology/approach interplay between its tested using sample 90 Eastern European customers competitive field. conceptual framework described also examines relationships among constructs refer relationship quality. This study evaluates quantitative partial least squares path modeling. Findings Customers’ perceived strongly relates digitalization capabilities own innovativeness. When referring disruptive technical offerings, existing trustful satisfactory cannot enhance customer’s perception. Research limitations/implications buyers representative majority manufacturing companies. A randomized other sources as large industry databases could be useful. In addition, replication countries would allow for cross-border validation study’s results. Practical implications suggests detailed process based on careful preselection test working innovative marketing communication approach must state clearly benefits get return sacrifice sharing data. Originality/value Technology refers user’s propensity embrace use new technologies. results indicate influences successful launch IoT-related models. For managers, proposes implement