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Article
Publication date: 19 September 2022

Kaihan Krippendorff

At Haier, one of the world’s largest suppliers of kitchen appliances, an initiative successfully transformed a culinary innovation into a novel ?ecosystem brand? ? a rapidly…

349

Abstract

Purpose

At Haier, one of the world’s largest suppliers of kitchen appliances, an initiative successfully transformed a culinary innovation into a novel ?ecosystem brand? ? a rapidly emerging economic model that is disrupting industries from entertainment and electronics to aviation and IT.

Design Methodology Approach

In addition to attracting and engaging users/ customers and employees, the brand must now be effective with a third stakeholder group: ecosystem partners.

Findings

Without a brand that attracts ecosystem partners an ecosystem will not exist.

Practical Implications

Ecosystems use a variety of mechanisms and processes to encourage adherence to a consistent brand.

Originality Value

Because ecosystem companies can continuously customize their offering by configuring the individual value of ecosystem partners in new ways they can compete. in a new way

Details

Strategy & Leadership, vol. 50 no. 6
Type: Research Article
ISSN: 1087-8572

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Article
Publication date: 1 November 2022

Robert M. Randall

215

Abstract

Details

Strategy & Leadership, vol. 50 no. 6
Type: Research Article
ISSN: 1087-8572

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Article
Publication date: 1 November 2022

Larry Goodson

31

Abstract

Details

Strategy & Leadership, vol. 50 no. 6
Type: Research Article
ISSN: 1087-8572

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