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Journal of the Academy of Marketing Science
Erschienen in: Journal of the Academy of Marketing Science 1/2020

20.11.2019 | Conceptual/Theoretical Paper

How legacy firms can embrace the digital ecosystem via digital customer orientation

verfasst von: Praveen K. Kopalle, V. Kumar, Mohan Subramaniam

Erschienen in: Journal of the Academy of Marketing Science | Ausgabe 1/2020

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Abstract

Because of modern digital technologies, business environments are turning into digital ecosystems, wherein a firm’s traditional interdependencies are increasingly influenced by digital connectivity. For legacy firms, or firms yet to incorporate these technologies into their business models, this shift ushers in new opportunities for value creation, albeit through new capabilities. In this article, we focus on how legacy firms can embrace digital ecosystems to create value through a new capability: digital customer orientation. We define digital customer orientation as offering customized and enriched customer experiences made possible by embracing digital ecosystems. We develop a framework for legacy firms to develop capabilities for digital customer orientation in three steps: (1) by distilling key insights on how digital natives such as Amazon, Google and Facebook leverage their digital ecosystems for digital customer orientation; (2) by showing how legacy firms can apply those insights to harness their digital ecosystems and develop their own approaches for digital customer orientation; and (3) by offering a road map and a research agenda for legacy firms to engage in digital customer orientation—both by highlighting the organizational attributes needed, and by framing those attributes within the principles of transformative marketing.
Vorheriger Artikel The future of in-store technology
Nächster Artikel Technology-enabled interactions in digital environments:a conceptual foundation for current and future research

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Metadaten
Titel
How legacy firms can embrace the digital ecosystem via digital customer orientation
verfasst von
Praveen K. Kopalle
V. Kumar
Mohan Subramaniam
Publikationsdatum
20.11.2019
Verlag
Springer US
Erschienen in
Journal of the Academy of Marketing Science / Ausgabe 1/2020
Print ISSN: 0092-0703
Elektronische ISSN: 1552-7824
DOI
https://doi.org/10.1007/s11747-019-00694-2

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