New article exploring complementor strategies for innovation ecosystems

Ecosystems have gained increasing attention in theory and practice. As a phenomenon, ecosystems focus on the collaboration of independent yet interdependent firms for joint value creation. Their collaboration is coordinated by the ecosystem alignment structure. The orchestrator of the ecosystem sets the alignment structure and engages partner firms to contribute to the value proposition as complementors. While most research concentrates on orchestrators, the literature stream regarding complementors is still sparse.

Our study of mobility ecosystems shows how complementors can successfully integrate themselves into existing ecosystems by employing connectivity technologies. Before joining an ecosystem, complementors must make two decisions: (1) Do they want to strengthen or diversify the existing value proposition? (2) Which stakeholders do they want to target - do they want to replace existing competitors or improve convenience for customers?

Depending on these decisions, we suggest firms follow one of four archetypical strategies. All strategies can contribute to the ecosystem's efficiency and environmental sustainability. Contributions to diversification also support the effectiveness of value creation. Replacing competitors (inside or outside the ecosystem) also enables social benefits through the modified value proposition.

Miehé, L., Palmié, M. & Oghazi, P. (in press). Connection successfully established: How complementors can use connectivity technologies to join existing ecosystems – Four archetype strategies. Technovation, 102660. Download doi:10.1016/j.technovation.2022.102660

Lucas acknowledges the support of the Download Swiss National Science Foundation (Download 200151).