ABSTRACT
This chapter focus on the external and customer perspective of digitalization. The chapter unravels extensive market research that shows how customer behaviour, demands, needs, and expectations have evolved over time due to digitalization. We begin this journey by showing the evolutionary development of customer perceptions across time together with illustrative case studies and examples. Then in the subsequent section, we explore the most important methodological aspects that lie behind the quantitative data that is the base of this chapter. This understanding is a requirement for understanding and exploring the drivers behind the digitalization paradox that we discuss in the proceeding section. The chapter ends by discussing different ways in which leaders can tackle and manage the digitalization paradox.
