Literature Review and Perspectives on Digital Customer Orientation in the Context of Digitization

Abstract

With the advent of the digital era, the entrepreneurial environment has changed dramatically. Driven by demand and technological innovation, various types of platform enterprises have emerged and developed into a digital ecosystem dominated by core platform enterprises, with members of the industry evolving in a collaborative and mutually beneficial manner. For start-ups with "new entry deficiencies", only by further embracing the digital ecosystem can they make better use of complementary resources to achieve growth. Through a review of the classic literature on digital customer orientation at home and abroad, the concept, composition, measurement and application of digital customer orientation are systematically reviewed. The study shows that digital customer orientation is a concept different from customer orientation, a way for companies to provide real-time and customized customer experiences by embracing digital ecosystems, and that it plays a key role in the process of embracing digital ecosystems by start-ups. The shortcomings of digital customer orientation research are summarized and future research directions are proposed with the aim of promoting the further development of digital innovation research.