Transforming Product Concepts in Digital Ecosystems: A Systematic Review of Offering, Personalization, and Co-Creation Strategies

Early Harison Mahardika; Dinda Ocvita Windi Pratiwi; Resty Agustin; Titis Shinta Dewi

doi:10.55927/eajmr.v5i3.47

Authors

Early Harison Mahardika Universitas Negeri Malang
Dinda Ocvita Windi Pratiwi Universitas Negeri Malang
Resty Agustin Universitas Negeri Malang
Titis Shinta Dewi Universitas Negeri Malang

DOI:

https://doi.org/10.55927/eajmr.v5i3.47

Keywords:

Digital personalization, product customization, digital transformation, value-based strategy, Systematic Literature Review

Abstract

This study systematically examines the trends, key themes, and research gaps in the literature concerning personalization and customization of digital product offerings. Utilizing a Systematic Literature Review (SLR) approach based on the PRISMA protocol, a total of 36 selected articles from the Scopus database covering the period 2020–2025 were analyzed descriptively, thematically, and in terms of content. Findings indicate that personalization has now extended into strategic, emotional, and predictive dimensions, through the application of AI technologies, affective-based user experience (UX), and consumer self-values. Identified research gaps include the lack of integration between technological and behavioral aspects, limited exploration in social contexts such as digital health and education, as well as a shortage of longitudinal and cross-cultural studies. This study contributes a conceptual map and thematic taxonomy that support the development of theory and more adaptive and ethical digital personalization business strategies. These findings also enrich the formation of a future research agenda that is reflective and multidisciplinary in nature.

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