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Department of Business and Economics

Contribution of the professorship to the American Marketing Association Winter Academic Conference

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Article on customer orientation on digital platforms presented in Las Vegas

The presentation by Prof. Dr. Graf-Vlachy and co-authors from the University of Passau contributes to a better understanding of the concept of customer orientation and its change over time. It demonstrates how, in times of digital platforms, the concept needs to be rethought and it provides avenues for future research.