Abstract
New digital ventures are transforming the world around us. Born-digital companies (such as Uber) that were initially established to serve a specific market can quickly detect new opportunities in other markets and respond to these opportunities by reassembling their resources with speed and ease. Limited research has investigated how product architecture enables or hinders the ability of the firm to sense customer-related opportunities and respond to them effectively. By examining two new digital ventures, this study sheds light on new digital ventures’ customer agility. Specifically, we address how the characteristics of new digital ventures’ product architectures facilitate or hinder the development of the customer-sensing and customer-responding capability dimensions of customer agility. We present theoretical and managerial implications regarding how to leverage digital technologies to foster customer agility.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: Communications of the Association for Information Systems
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
