Abstract
The Study proposed three hypothesis to assess the direct impact on relation between customer and business model innovation and between customer experience and co-creation strategy, and to assess the indirect impact through intervening role of co-creation strategy on relationship between business model innovation and customer experience. The study has unit analysis of Indonesia telecommunication incumbent firms. The result shows that co-creation strategy plays significant role on relationship between business model innovation and customer experience, while customer experience could not have direct significant impact on developing business model innovation. This finding has implication for incumbent firm in managing digital transformation has to develop collaboration with stakeholder including customer based on the development customer experience to strengthen business model innovation.
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