Managers are increasingly confronted with environmental disruptions and changing customer preferences that require continuous business model development. Given this situation, it is surprising that there is only a limited understanding of business model development that builds upon customer-orientation. Therefore, this study presents a framework for customer-oriented business model development. The findings underline the importance of customer-orientation and suggest the use of customized customer-oriented development sets for a systematic approach that takes into account distinctive customer groups, business model change intensity, and business model development types. The presented framework provides fruitful avenues for future research and valuable guidance for management
