IntroductionDigital technologies have a profound impact on both consumer behavior (Chanias, 2017)and the competitive landscape (Vial, 2019). They create growth opportunities as well as existential threats to companies. By providing the means by which firms can reconfigure their product/service mix, digital technologies allow for the creation of new offerings (Yoo et al.,
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Abdalla et al. (2021) studied this question.
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