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Leveraging Digital Customer Orientation for Business Model Innovation and Enterprise Transformation: A Cosmetics Sector Perspective

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  • Zheng Jiang

    (Centre of Postgraduate Studies, Asia Metropolitan University (AMU), Malaysia.)

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.

Suggested Citation

  • Zheng Jiang, 2024. "Leveraging Digital Customer Orientation for Business Model Innovation and Enterprise Transformation: A Cosmetics Sector Perspective," International Journal of Science and Business, IJSAB International, vol. 38(1), pages 120-137.
    • Handle: RePEc:aif:journl:v:38:y:2024:i:1:p:120-137
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