Leveraging Digital Customer Orientation for Business Model Innovation and Enterprise Transformation: A Cosmetics Sector Perspective
Zheng Jiang
Additional contact information
Zheng Jiang: Centre of Postgraduate Studies, Asia Metropolitan University (AMU), Malaysia.
International Journal of Science and Business, 2024, vol. 38, issue 1, 120-137
Abstract:
This research examines the impact of digital customer orientation on business model innovation and enterprise transformation performance within the cosmetics industry. Through theoretical analysis and empirical validation, it identifies four dimensions of digital customer orientation: digital customer positioning, interactive value creation, ecosystem construction, and data analysis support. Findings suggest a positive association between digital customer orientation and business model innovation, particularly driven by data analysis support. Additionally, business model innovation mediates the relationship between digital customer orientation and enterprise transformation performance. Organizational flexibility and environmental turbulence are observed as moderating factors, emphasizing the significance of adaptability and market dynamics in digital transformation endeavors. The study offers strategic insights for marketing practitioners and underscores the importance of leveraging big data for market positioning in the cosmetics sector.
Keywords: Digital customer orientation; Business model innovation; Enterprise transformation; Cosmetics industry; Organizational flexibility; Environmental turbulence; Big data; Market positioning. (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:
Downloads: (external link)
https://ijsab.com/wp-content/uploads/2407.pdf (application/pdf)
https://ijsab.com/volume-38-issue-1/6887 (text/html)
Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
HTML/Text
Persistent link: https://EconPapers.repec.org/RePEc:aif:journl:v:38:y:2024:i:1:p:120-137
Access Statistics for this article
International Journal of Science and Business is currently edited by Dr. Md Shamim Hossain
More articles in International Journal of Science and Business from IJSAB International
Bibliographic data for series maintained by Farjana Rahman (office@ijsab.com).