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

The obtained results of scientific research made it possible to raise and investigate theoretical and applied issues, in particular, regarding the development and application of hybrid business strategies, ensuring the stability and social responsibility of organizations in a turbulent environment, the development of organizational and innovative, entrepreneurial and managerial culture of organizations within the so-called "new normality". The modern phase of project management evolution could be characterized by hybrid approach to project management that supposed to use both concepts (classical and Agile) within one project or within one company. The results of the study indicate the need to develop methodology for the formation and development of an investment security system that would take into account, on the one hand, the current state of domestic enterprises, and, on the other hand, advanced in technical terms beyond the boundary, market conditions and the level of digitalization of economic processes. Organizational culture may be an element favourable to the development of innovative activity. It is extremely important to appropriately shape the pro-innovation organizational culture from the point of view of the competitiveness of each company because innovation is often the element that determines the competitive position in the market. Under conditions when the manager skillfully adapts the organization’s culture to crisis conditions, its preservation and further development is possible. It was concluded that at the current stage of development of economic management on the basis of marketing, it is possible to identify trends to combine cognitive technologies, neuropsychological technologies, technologies of natural advertising influences with digital technologies, the level of development of which contributes to the active introduction of the above technologies into management practice. The necessity and expediency of implementing a comprehensive influence on the target market acquires special importance in conditions of saturation of the market with homogeneous goods and services. Results of the research made it possible to confirm the formulated hypothesis, that is, in order to increase the level of competitiveness of healthcare institutions, it is necessary to develop market-oriented measures based on the improvement of elements of "7P" marketing mix. Limitations of the proposed mechanism are that the system of specific indicators, which are formed for each component of the marketing mix, is defined for health care institutions. However, the developed system of indicators in the process of its use to assess the level of competitiveness of other service organizations as well as of health care institutions with different specializations can be supplemented, refined and developed. The need for certain types and scopes of digital skills, apparently, varies significantly depending on the work performed by managers and their immediate responsibilities. Any algorithm designed for the application of a digital competence framework should not disregard the human component. Digital transformation of education is an integral part of its development and consists in the introduction and use of electronic and digital devices based on ICT in the educational process. That is why, to ensure maximum efficiency of the educational process, it is advisable to use and expand the scope of the hybrid learning system, which combines traditional and online learning in the proportions necessary for a particular group of students. The hybrid learning system eliminates the disadvantages that may arise when using only classroom or elearning. It is fair to state that effective development of managers’ cross-cultural competence requires the training environment that contributes as much as possible to the achievement of real-world business goals in the today’s global environment and formation of practical intercultural interaction skills enabling to avoid misunderstandings caused by cultural differences and minimize negative consequences of culture shocks. Training sessions aimed to develop managers’ cultural competence can help them build an effective model of communication with business partners, form desired habits, manners and behavior, deal with the situations that hinder communication, and prevent and constructively resolve conflicts. The revealed features of cross-cultural interaction can guide future researchers on the domain of this type of communication, including interconnections between primary and secondary factors of cross-culturalism, the emergence of new approaches to the interpretation of them, which, in turn, requires the development of new instructional materials to train managers and develop their cross-cultural competence.