 Building digital incentives for digital customer orientation in platform ecosystemsXinbo Sun and Qingqiang Zhang Journal of Business Research, 2021, vol. 137, issue C, 555-566 Abstract: How does customer orientation turn to digital customer orientation in the platform ecosystem? To this end, in this qualitative study, we tracked four Chinese companies to explain this shift and examined the role of digital incentives in the transition. Our findings reveal two distinct patterns of digital customer orientation, namely digital customer orientation complement and refinement, a difference that is essentially triggered by differences in the establishment time of focal firms in the platform ecosystem. The study also disentangles the dynamic process of shifting from traditional customer orientation to digital customer orientation in platform ecosystems and shows that digital incentives - incentive orchestration, incentive decentralization, and digital facilitation - can be instrumental in accelerating this process. Important management implications suggest that different digital customer orientation patterns are choices that companies make based on the environment, which need to be jointly embraced by the participants in the platform ecosystem. Keywords: Customer orientation; Digital customer orientation; Digital incentives; Incentives; Platform ecosystem (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:137:y:2021:i:c:p:555-566 DOI: 10.1016/j.jbusres.2021.08.068 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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