Leveraging Digital Customer Orientation for Business Model Innovation and Enterprise Transformation: A Cosmetics Sector Perspective
Author (s)
Zheng Jiang
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.
| Title: | Leveraging Digital Customer Orientation for Business Model Innovation and Enterprise Transformation: A Cosmetics Sector Perspective |
|---|---|
| Author: | Zheng Jiang |
| Journal Name: | International Journal of Science and Business |
| Website: | ijsab.com |
| ISSN: | ISSN 2520-4750 (Online), ISSN 2521-3040 (Print) |
| DOI: | https://doi.org/10.58970/IJSB.2407 |
| Media: | Online |
| Volume: | 38 |
| Issue: | 1 |
| Issue publication (Year): | 2024 |
| Acceptance Date: | 24/05/2024 |
| Date of Publication: | 26/05/2024 |
| PDF URL: | https://ijsab.com/wp-content/uploads/2407.pdf |
| Free download: | Available |
| Page: | 120-137 |
| First Page: | 120 |
| Last Page: | 137 |
| Paper Type: | Research paper |
| Current Status: | Published |
Cite This Article:
Zheng Jiang (2024). Leveraging Digital Customer Orientation for Business Model Innovation and Enterprise Transformation: A Cosmetics Sector Perspective. International Journal of Science and Business, 38(1), 120-137. DOI: https://doi.org/10.58970/IJSB.2407
Retrieved from https://ijsab.com/wp-content/uploads/2407.pdf
About Author (s)
Zheng Jiang, Centre of Postgraduate Studies, Asia Metropolitan University (AMU), Malaysia.
DOI: https://doi.org/10.58970/IJSB.2407
