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Integrating digital platform dynamics into customer orientation research: A systematic review and research agenda

Academic Journal

Castell, Carolin | Kiefer, Jasmin | Schubach, Sebastian | Schumann, Jan H. | Graf-Vlachy, Lorenz | König, Andreas

Highlights •Shows that digital platforms require new theorizing and empirical research on customer orientation.•Identifies central contradictions between parameters of digital platforms and those assumed in customer orientation research.•Offers a systematic review of customer orientation research in light of these contradictions.•Develops fruitful avenues for customer orientation research in the digital (platform) economy.