“…Orientations relate to actors, to the customers and to objects such as tools or product features (e.g., Peppard, 2007;Pullig et al, 2006). This dimension has been complemented with mindset, to include recent research areas in terms of judgements of the actors, willingness or self-efficacy (e.g., Knight et al, 2014;Li et al, 2021). Orientations can be understood as the focus of the actors, e.g., towards the customer or the product (Homburg et al, 2008).…”