ISSN: IJSB: 2520-4750 (Online), 2521-3040 (Print) JSR : 2708-7085 (online)

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.

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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.

 

 

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DOI: https://doi.org/10.58970/IJSB.2407

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