Toward Co-creation Strategy and Organisation Agility based on Customer Experience Orientation to shape Transformational Performance
Leonardus WW Mihardjo (a), Sasmoko (a), Firdaus Alamsjah (a), Elidjen (a)

School of Business,
Bina Nusantara University
JWC Campus, Jalan Hang Lekir I No. 6. Senayan, 12710, Jakarta, Indonesia

Abstract

In digital era and dynamic environment, the firm strategy has shifted from competition strategy to collaboration strategy Collaboration with customer through co-creation Strategy (CCS. It could enable the firms in accelerating the digital transformation. The study on development co-creation strategy focus on customer experience orientation (CXO) and organisation agility(OA) to support transformational performance (TP) in term of relationship among variable and empirical study has not been reveal. Hence, in this paper, we proposed the model of digital transformation for ICT Industry based on co-creation strategy focus on customer experience orientation and organisation agility. The study based on empirical study of 35 Indonesian ICT firms. Smart PLS results the hypotheses, except that on the impact of CXO on Transformational Performance. The finding analysis revealed the concept of Service Development logic (S-D Logic) where the Co-creation capability and organisational agilities can sufficiently shape the performance on transformational stage. The theoretical and practical implications of such findings were also provided..

Keywords: customer experience, Organisation agility, Co-creation strategy, transformational performance

Topic: Management

Link: https://ifory.id/abstract-plain/2A6VgGcUJPtH

Web Format | Corresponding Author (Leonardus Wahyu Wasono Mihardjo)