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Integrating digital platform dynamics into customer orientation research: A systematic review and research agenda

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  • Castell, Carolin
  • Kiefer, Jasmin
  • Schubach, Sebastian
  • Schumann, Jan H.
  • Graf-Vlachy, Lorenz
  • König, Andreas

Abstract

Customer orientation is widely considered a key ingredient of firm performance. It is not surprising, then, that it has drawn significant scholarly interest over the past thirty years. However, fundamental developments triggered by digitalization and the emergence of digital platform firms seem to undermine and contradict central assumptions of the customer orientation literature. We organize these contradictions along four types of contextual parameters highlighted by extant customer orientation literature and digital platform research: nature of intelligence, number of customer groups, type of value creation, and type of customer value contribution. Motivated by these contradictions, we then review extant customer orientation research and critically reflect on its development. We contribute to customer orientation research by offering insights into how extant research is challenged by the emergence of digital platforms and by providing an agenda to guide future research relevant to the digital platform context.

Suggested Citation

  • Castell, Carolin & Kiefer, Jasmin & Schubach, Sebastian & Schumann, Jan H. & Graf-Vlachy, Lorenz & König, Andreas, 2023. "Integrating digital platform dynamics into customer orientation research: A systematic review and research agenda," Journal of Business Research, Elsevier, vol. 163(C).
    • Handle: RePEc:eee:jbrese:v:163:y:2023:i:c:s0148296323002692
    DOI: 10.1016/j.jbusres.2023.113911
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