Fundamentals

Consider this ● seventy percent of small to medium-sized businesses (SMBs) report that acquiring new customers is more expensive than retaining existing ones, yet a significant portion operate in silos, missing out on collaborative opportunities that could drastically alter this dynamic. This isn’t just about isolated struggles; it points to a systemic oversight in how SMBs approach growth. Ecosystem orchestration, a concept often associated with large corporations, holds a surprisingly potent key for SMBs aiming to not just survive, but demonstrably expand. It’s a shift from the traditional lone-wolf mentality to recognizing and actively managing a network of mutually beneficial relationships.

Redefining Growth Beyond Linear Expansion

For many SMB owners, growth is often visualized as a straightforward, linear trajectory ● increase marketing, boost sales, hire more staff. This model, while seemingly intuitive, frequently hits a ceiling. Resources become stretched, competition intensifies, and the initial momentum wanes. Ecosystem orchestration Meaning ● Strategic coordination of interconnected business elements to achieve mutual growth and resilience for SMBs. proposes a different perspective.

It suggests that sustainable growth Meaning ● Sustainable SMB growth is balanced expansion, mitigating risks, valuing stakeholders, and leveraging automation for long-term resilience and positive impact. isn’t solely about internal scaling but about strategically positioning your SMB within a broader network of partners, suppliers, customers, and even, in some contexts, competitors. Think of it as shifting from building a bigger individual tree to cultivating a thriving forest.

The Power of Interconnectedness for SMBs

SMBs often operate with inherent constraints ● limited budgets, smaller teams, and less brand recognition compared to larger enterprises. Ecosystem orchestration directly addresses these challenges by leveraging external resources and capabilities. Imagine a local bakery, for instance. Traditionally, growth might involve opening more locations or expanding its in-house product line.

However, through ecosystem orchestration, this bakery could partner with local coffee shops to offer exclusive pastry pairings, collaborate with nearby event planners to cater gatherings, or even team up with a regional dairy farm for a ‘farm-to-table’ dessert line. Each partnership expands the bakery’s reach, diversifies its revenue streams, and enhances its brand without requiring massive capital investments or operational overhauls.

Ecosystem Orchestration ● A Simple Analogy

To grasp the core idea, consider a musical orchestra. Each musician is skilled in their instrument, representing individual SMBs with unique capabilities. However, isolated musicians playing separately create noise, not music. An orchestra conductor, embodying ecosystem orchestration, brings these individual talents together, guiding them to play in concert.

The result is a harmonious, complex, and far more impactful sound than any single musician could produce alone. For SMBs, ecosystem orchestration is about identifying your ‘instrument’ within the broader business ‘orchestra’ and finding the right ‘conductor’ ● or becoming the conductor yourself ● to create synergistic growth.

Why Now? The Shifting Sands of the SMB Landscape

Several converging trends make ecosystem orchestration particularly vital for SMB growth Meaning ● SMB Growth is the strategic expansion of small to medium businesses focusing on sustainable value, ethical practices, and advanced automation for long-term success. in today’s environment. Firstly, the digital age has flattened the business world, making it easier than ever for SMBs to connect with potential partners and customers globally. Secondly, customers increasingly expect integrated solutions and seamless experiences, something individual SMBs often struggle to provide independently.

Thirdly, the rise of specialized platforms and marketplaces offers SMBs readily available infrastructure to build and manage ecosystems without needing to develop everything from scratch. The timing is ripe for SMBs to embrace this collaborative approach and unlock growth avenues previously considered out of reach.

Initial Steps Towards Ecosystem Thinking

For SMBs taking their first steps, ecosystem orchestration doesn’t necessitate a complete business overhaul. It begins with a shift in mindset and a strategic assessment of existing relationships. Start by mapping your current network ● suppliers, customers, local businesses, industry associations. Identify potential synergies and areas where collaboration could create mutual value.

Perhaps a marketing agency could partner with a web development firm to offer comprehensive digital solutions. Or a retail store could collaborate with a complementary business to cross-promote products and services. These initial collaborations are low-risk ways to test the waters of ecosystem orchestration and build momentum for more ambitious partnerships.

Ecosystem orchestration is not about losing independence; it’s about strategically gaining interdependence to amplify growth potential.

Addressing Common Misconceptions

One common misconception is that ecosystem orchestration is solely for tech startups or large, innovative companies. This couldn’t be further from the truth. While tech giants certainly leverage ecosystems extensively, the principles are universally applicable across industries and business sizes. Another misconception is that it’s overly complex or requires specialized expertise.

In reality, effective ecosystem orchestration for SMBs Meaning ● Strategic SMB network management for shared value and growth. often starts with simple, strategic partnerships and gradually evolves as businesses become more comfortable and see tangible results. It’s about smart collaboration, not rocket science.

The Role of Automation in Ecosystem Efficiency

Automation plays a crucial supporting role in making ecosystem orchestration manageable and scalable for SMBs. Tools for customer relationship management (CRM), project management, and communication streamline interactions within the ecosystem, reducing administrative overhead and freeing up resources for strategic initiatives. For instance, automated marketing campaigns can be co-branded and distributed across partner networks, maximizing reach with minimal effort.

Similarly, automated data sharing platforms can facilitate seamless information exchange between ecosystem participants, enabling better-informed decision-making and more efficient operations. Automation isn’t the driver of ecosystem orchestration, but it’s the lubricant that keeps the gears turning smoothly.

Ecosystem Orchestration and Long-Term SMB Sustainability

Ultimately, ecosystem orchestration contributes to the long-term sustainability of SMBs. By diversifying revenue streams, expanding market reach, and building resilience through interconnectedness, SMBs become less vulnerable to market fluctuations and competitive pressures. Ecosystems can also foster innovation, as collaborations often spark new ideas and solutions that wouldn’t emerge in isolation. In a business world increasingly characterized by volatility and rapid change, ecosystem orchestration provides a strategic framework for SMBs to not just grow, but to build enduring, adaptable, and thriving enterprises.

Key Benefits of Ecosystem Orchestration for SMBs:

1. Expanded Market Reach ● Access new customer segments through partner networks.
2. Diversified Revenue Streams ● Generate income from collaborative products and services.
3. Enhanced Brand Value ● Benefit from association with reputable partners.
4. Reduced Operational Costs ● Share resources and infrastructure with ecosystem members.
5. Increased Innovation ● Spark new ideas through collaborative problem-solving.
6. Improved Customer Experience ● Offer integrated solutions and seamless services.
7. Greater Resilience ● Mitigate risks through diversified partnerships.

Common SMB Ecosystem Models:

Ecosystem orchestration, when demystified and practically applied, transforms from an abstract corporate concept into a tangible growth engine for SMBs. It’s about recognizing that in today’s interconnected world, sustainable success is often found not in isolation, but in the strength of strategic alliances and collaborative networks. The journey towards ecosystem thinking begins with simple steps, a willingness to collaborate, and a vision for growth that extends beyond the boundaries of a single business.

Intermediate

While the fundamental premise of ecosystem orchestration for SMBs centers on collaborative growth, its intermediate application delves into the strategic mechanics and nuanced execution required to realize tangible benefits. Consider the statistic that SMBs involved in active industry networks report a 23% higher year-over-year revenue growth compared to those operating in isolation. This data point underscores that passive networking is insufficient; active, orchestrated ecosystem participation is the differentiator. Moving beyond basic partnerships requires a more sophisticated understanding of ecosystem dynamics, strategic alignment, and operational implementation.

Strategic Ecosystem Design ● Beyond Ad Hoc Partnerships

Transitioning from ad hoc collaborations to strategic ecosystem design involves a deliberate and structured approach. It begins with a clear articulation of the SMB’s growth objectives. What specific outcomes are desired? Increased market share, access to new technologies, improved operational efficiency, or enhanced customer value proposition?

Once these objectives are defined, the next step is to map the ecosystem landscape. This involves identifying potential partners who possess complementary capabilities, resources, or market access that align with the SMB’s strategic goals. This mapping exercise shouldn’t be limited to obvious partners; it should also explore adjacent industries, non-traditional collaborators, and even, in certain strategic contexts, carefully selected competitors for coopetition opportunities.

Value Proposition Alignment Within the Ecosystem

A successful ecosystem thrives on mutual value creation. For SMBs, this means clearly defining their value proposition within the ecosystem and ensuring it resonates with potential partners. What unique contributions can the SMB offer? Is it specialized expertise, access to a specific customer segment, innovative technology, or efficient operational processes?

The value proposition must be compelling enough to incentivize partners to actively participate and contribute to the ecosystem’s collective success. Furthermore, this value exchange needs to be reciprocal and sustainable. Ecosystem orchestration is not about extracting value from partners but about creating a symbiotic relationship where all participants benefit proportionally to their contributions and strategic alignment.

Operationalizing Ecosystem Orchestration ● Practical Implementation

Strategic design is only half the equation; effective operationalization is crucial for ecosystem success. This involves establishing clear governance structures, communication protocols, and operational frameworks to manage the complexities of a multi-entity network. For SMBs, this might mean designating an ecosystem manager or team responsible for partner relationship management, communication coordination, and performance monitoring. Technology platforms play a vital role in operationalizing ecosystems.

CRM systems, project management tools, and dedicated ecosystem management platforms facilitate information sharing, task coordination, and performance tracking across the network. The choice of technology should align with the ecosystem’s scale, complexity, and the technical capabilities of participating SMBs.

Navigating Ecosystem Dynamics ● Competition and Coopetition

Ecosystems are not static, harmonious entities; they are dynamic environments characterized by both collaboration and competition. Understanding and navigating these dynamics is essential for SMBs. Coopetition, the strategic interplay of cooperation and competition, is a common feature of successful ecosystems. SMBs may collaborate on certain aspects, such as joint marketing initiatives or shared infrastructure, while still competing in other areas, such as product differentiation or customer acquisition.

The key is to establish clear boundaries and rules of engagement within the ecosystem to manage potential conflicts and ensure fair competition. A well-orchestrated ecosystem fosters a healthy balance between collaboration and competition, driving innovation and collective growth.

Measuring Ecosystem Performance and ROI

Demonstrating the return on investment (ROI) of ecosystem orchestration is crucial for justifying resource allocation Meaning ● Strategic allocation of SMB assets for optimal growth and efficiency. and securing ongoing commitment. However, measuring ecosystem performance can be more complex than traditional business metrics. Beyond direct revenue gains, ecosystem benefits may include intangible outcomes such as increased brand awareness, enhanced customer loyalty, accelerated innovation, and improved market resilience. Therefore, a holistic measurement framework is required, encompassing both quantitative and qualitative indicators.

Key performance indicators (KPIs) might include ecosystem growth Meaning ● Ecosystem Growth, within the sphere of Small and Medium-sized Businesses (SMBs), signifies the deliberate expansion and strengthening of the network encompassing suppliers, customers, strategic partners, and even, at times, competitors. rate (number of partners, customers), partner satisfaction scores, innovation output (new products or services developed collaboratively), and market share gains attributable to ecosystem initiatives. Regular performance monitoring and reporting are essential for adaptive ecosystem management and continuous improvement.

Effective ecosystem orchestration requires a shift from transactional partnerships to strategic relationships built on mutual value and shared objectives.

Challenges and Mitigation Strategies in SMB Ecosystems

While ecosystem orchestration offers significant growth potential, SMBs may encounter specific challenges during implementation. One common challenge is partner selection and alignment. Choosing the wrong partners can lead to conflicts, diluted value propositions, and even ecosystem failure. Mitigation strategies include conducting thorough due diligence on potential partners, clearly defining partnership agreements, and establishing robust communication channels for conflict resolution.

Another challenge is managing ecosystem complexity. As ecosystems grow, coordination and communication become more intricate. Leveraging appropriate technology platforms, establishing clear governance structures, and fostering a culture of transparency and collaboration are crucial mitigation strategies. Furthermore, SMBs need to be prepared for potential shifts in ecosystem dynamics, such as partner attrition or competitive disruptions. Building a resilient ecosystem requires continuous monitoring, adaptive strategies, and a proactive approach to risk management.

Case Study ● A Regional SMB Ecosystem for Sustainable Tourism

Consider a regional ecosystem focused on promoting sustainable tourism. Several SMBs in the region ● eco-lodges, local tour operators, organic farms, and artisan craft shops ● could orchestrate an ecosystem to offer integrated tourism experiences. The eco-lodges provide accommodation, the tour operators offer guided nature excursions, the organic farms supply local produce for meals, and the craft shops sell locally made souvenirs. By cross-promoting each other’s services and packaging them into attractive tourism packages, these SMBs can collectively attract a larger customer base interested in sustainable and authentic travel experiences.

A regional tourism board or a dedicated ecosystem management organization could facilitate coordination, marketing, and quality control within this ecosystem. This example illustrates how SMBs in a specific geographic area or industry sector can leverage ecosystem orchestration to enhance their collective competitiveness and achieve sustainable growth.

Advanced Ecosystem Strategies ● Platformization and Network Effects

For SMBs seeking to maximize the impact of ecosystem orchestration, platformization and network effects Meaning ● Network Effects, in the context of SMB growth, refer to a phenomenon where the value of a company's product or service increases as more users join the network. are advanced strategies to consider. Platformization involves creating a digital platform that serves as the central hub for ecosystem interactions, transactions, and data exchange. This platform can be a marketplace, an industry-specific portal, or a collaborative software platform. Network effects occur when the value of the ecosystem increases exponentially as more participants join.

For example, a platform connecting freelance designers with SMB clients becomes more valuable to both designers and clients as the number of users on the platform grows. SMBs can strategically design their ecosystems to leverage platformization and network effects to create self-reinforcing growth loops and establish a dominant position within their chosen market niche.

Ecosystem Orchestration and SMB Automation ● A Synergistic Relationship

Automation is not merely a supporting tool for ecosystem orchestration; it’s a synergistic enabler that amplifies its potential. Automated workflows can streamline partner onboarding, contract management, payment processing, and performance reporting within the ecosystem. AI-powered analytics can provide valuable insights into ecosystem dynamics, partner performance, and customer behavior, enabling data-driven decision-making and proactive ecosystem optimization.

Furthermore, automation can facilitate the creation of self-service platforms and tools that empower ecosystem participants to interact and transact efficiently without requiring extensive manual intervention. The integration of automation into ecosystem orchestration not only enhances operational efficiency but also unlocks new possibilities for scalability, innovation, and ecosystem evolution.

Key Considerations for Intermediate Ecosystem Orchestration:

• Strategic Alignment ● Ensure ecosystem goals align with SMB growth objectives.
• Value Proposition Design ● Clearly define and communicate mutual value for partners.
• Operational Framework ● Establish governance, communication, and operational protocols.
• Performance Measurement ● Implement a holistic framework to track ecosystem ROI.
• Technology Integration ● Leverage platforms and automation to enhance efficiency and scalability.
• Risk Management ● Proactively address potential challenges and ecosystem disruptions.
• Dynamic Adaptation ● Continuously monitor and adapt ecosystem strategies to evolving market conditions.

Ecosystem Orchestration Maturity Model for SMBs:

Moving to the intermediate level of ecosystem orchestration for SMBs is about transitioning from opportunistic collaborations to a strategically designed and operationally managed ecosystem. It requires a deeper understanding of ecosystem dynamics, a commitment to mutual value creation, and a willingness to invest in the necessary infrastructure and expertise. For SMBs that embrace this more sophisticated approach, ecosystem orchestration becomes a powerful engine for sustainable growth, competitive advantage, and long-term market leadership.

Advanced

Ecosystem orchestration, when viewed through an advanced lens, transcends mere collaborative tactics and emerges as a sophisticated strategic paradigm, fundamentally reshaping how SMBs achieve scalable and resilient growth in hyper-competitive markets. Consider research indicating that companies actively participating in well-orchestrated ecosystems exhibit a 32% faster rate of innovation adoption and market responsiveness compared to their ecosystem-agnostic counterparts (Porter & Kramer, 2011). This statistic highlights that advanced ecosystem orchestration is not simply about efficiency gains; it’s about fostering dynamic capabilities and achieving a level of organizational agility previously unattainable for individual SMBs. The advanced stage necessitates a deep dive into complex ecosystem architectures, emergent properties, and the strategic implications of network governance and distributed innovation.

Ecosystem Architecture ● Designing for Emergence and Resilience

Advanced ecosystem orchestration begins with a deliberate focus on ecosystem architecture design. This involves structuring the ecosystem not as a static entity, but as a dynamic, adaptive system capable of self-organization and emergent behavior. Drawing parallels from complex systems theory, advanced ecosystems are designed to foster interactions between diverse participants, enabling unexpected synergies and novel solutions to arise organically. This architecture often incorporates modularity and redundancy, ensuring resilience against disruptions and enabling flexible reconfiguration in response to changing market conditions.

Key architectural considerations include defining clear interfaces between ecosystem components, establishing decentralized decision-making mechanisms, and promoting information transparency to facilitate emergent collaboration. The goal is to create an ecosystem that is greater than the sum of its parts, exhibiting emergent properties such as accelerated innovation cycles and enhanced collective intelligence (Adner, 2017).

Network Governance and Distributed Leadership in Ecosystems

Traditional hierarchical governance models are ill-suited for managing complex ecosystems. Advanced ecosystem orchestration necessitates the adoption of network governance models characterized by distributed leadership, shared decision-making, and collaborative rule-setting. This involves establishing clear principles and protocols for ecosystem participation, conflict resolution, and value distribution, while empowering ecosystem members to co-create and co-evolve the ecosystem itself. Distributed leadership Meaning ● Distributed Leadership in SMBs: Sharing leadership roles across the organization to enhance agility, innovation, and sustainable growth. does not imply a lack of direction; rather, it signifies a shift from centralized control to collective stewardship.

Ecosystem orchestrators in this advanced model act as facilitators, conveners, and catalysts, fostering trust, transparency, and mutual accountability among ecosystem participants. Effective network governance ensures ecosystem stability, fairness, and long-term sustainability, while promoting a culture of shared ownership and collective responsibility (Gulati et al., 2012).

Data-Driven Ecosystem Orchestration ● Analytics and Predictive Insights

In advanced ecosystem orchestration, data becomes a strategic asset, driving informed decision-making and proactive ecosystem management. Sophisticated analytics platforms are employed to monitor ecosystem health, track partner performance, identify emerging trends, and predict potential disruptions. Data-driven insights enable ecosystem orchestrators to optimize resource allocation, identify high-potential partners, and proactively address ecosystem bottlenecks or imbalances. Predictive analytics can be used to anticipate future market shifts and proactively adapt the ecosystem’s strategic direction, ensuring long-term relevance and competitiveness.

Furthermore, data transparency within the ecosystem, while respecting privacy and confidentiality, fosters trust and enables ecosystem participants to make better-informed decisions and contribute more effectively to collective goals. Advanced data analytics transforms ecosystem orchestration from an intuitive art to a data-driven science, enhancing its precision, effectiveness, and strategic impact (Iansiti & Lakhani, 2017).

Ecosystem Innovation and Collaborative R&D

Ecosystems, at their advanced stage, become powerful engines for innovation, fostering collaborative research and development (R&D) and accelerating the pace of new product and service creation. Open innovation models are often adopted within ecosystems, enabling knowledge sharing, cross-pollination of ideas, and joint problem-solving among diverse participants. Ecosystem orchestrators can actively facilitate innovation by creating platforms for idea generation, prototyping, and testing, and by fostering a culture of experimentation and learning from failure.

Collaborative R&D within ecosystems allows SMBs to access a broader pool of expertise, resources, and perspectives than they could individually, significantly reducing innovation costs and accelerating time-to-market for new offerings. Ecosystem-driven innovation is not merely incremental; it often leads to disruptive breakthroughs and the creation of entirely new market categories (Chesbrough, 2003).

Advanced ecosystem orchestration is about creating a dynamic, self-evolving system that continuously adapts, innovates, and generates emergent value for all participants.

Strategic Coopetition in Advanced Ecosystems ● Dynamic Competitive Advantage

Strategic coopetition takes on a more nuanced and dynamic form in advanced ecosystems. SMBs may simultaneously compete and collaborate across multiple dimensions, leveraging coopetition not just for efficiency gains but for strategic differentiation and dynamic competitive advantage. Ecosystem orchestrators play a crucial role in managing this complex interplay, fostering a balance between healthy competition and value-creating collaboration.

Advanced coopetition strategies may involve forming temporary alliances for specific projects, sharing non-core resources while competing fiercely in core markets, or even strategically orchestrating controlled competition within the ecosystem to drive innovation and performance improvements. The ability to effectively navigate and leverage strategic coopetition Meaning ● Strategic coopetition is SMBs strategically cooperating and competing with rivals to achieve mutual growth and advantage. is a hallmark of advanced ecosystem orchestration, enabling SMBs to achieve a level of competitive agility and market dominance that would be unattainable in isolation (Brandenburger & Nalebuff, 1996).

Global Ecosystems and Cross-Border Orchestration

The advanced stage of ecosystem orchestration often extends beyond geographical boundaries, encompassing global ecosystems and requiring sophisticated cross-border orchestration capabilities. SMBs operating in global ecosystems can access diverse talent pools, tap into new markets, and leverage geographically distributed resources and capabilities. However, cross-border orchestration introduces additional complexities related to cultural differences, regulatory variations, and logistical challenges.

Effective global ecosystem orchestration Meaning ● Strategic management of interconnected business networks for mutual growth and resilience. requires a deep understanding of international business dynamics, cross-cultural communication skills, and robust technology infrastructure to facilitate seamless collaboration across geographical distances. SMBs that successfully navigate global ecosystem orchestration can achieve unprecedented scale, reach, and resilience, positioning themselves as truly global players in their respective industries (Dunning, 2009).

Ecosystem Orchestration and the Future of SMB Automation ● Intelligent Ecosystems

The future of SMB automation is inextricably linked to advanced ecosystem orchestration, leading towards the emergence of intelligent ecosystems. Artificial intelligence (AI) and machine learning (ML) technologies are increasingly being integrated into ecosystem platforms, enabling autonomous decision-making, proactive risk management, and personalized ecosystem experiences. Intelligent ecosystems Meaning ● Interconnected systems driving SMB growth through data, automation, and strategic partnerships. can dynamically adapt to changing conditions, optimize resource allocation in real-time, and even anticipate and address potential disruptions before they occur.

AI-powered analytics can provide deeper insights into ecosystem dynamics, enabling more precise partner matching, personalized value propositions, and proactive ecosystem optimization. The evolution towards intelligent ecosystems represents a paradigm shift in SMB automation, moving beyond task-based automation to ecosystem-level intelligence and self-orchestration, unlocking new levels of efficiency, agility, and strategic advantage (Kaplan & Haenlein, 2019).

Ethical Considerations and Responsible Ecosystem Orchestration

As ecosystem orchestration becomes more advanced and pervasive, ethical considerations and responsible ecosystem governance become paramount. Issues such as data privacy, algorithmic bias, fair value distribution, and the potential for ecosystem monopolies need to be addressed proactively. Responsible ecosystem orchestration requires establishing ethical guidelines, promoting transparency and accountability, and ensuring that ecosystem benefits are distributed equitably among all participants.

SMBs engaging in advanced ecosystem orchestration have a responsibility to consider the broader societal implications of their ecosystems and to actively contribute to building ethical and sustainable business networks. This includes promoting fair labor practices, environmental sustainability, and responsible data governance within the ecosystem, ensuring that ecosystem growth benefits not just participating businesses but also the wider community and society (Scherer & Palazzo, 2011).

Key Principles of Advanced Ecosystem Orchestration:

1. Emergent Architecture ● Design for dynamic adaptation and self-organization.
2. Network Governance ● Implement distributed leadership and shared decision-making.
3. Data-Driven Intelligence ● Leverage analytics and predictive insights Meaning ● Predictive Insights within the SMB realm represent the actionable intelligence derived from data analysis to forecast future business outcomes. for optimization.
4. Collaborative Innovation ● Foster open innovation and joint R&D within the ecosystem.
5. Strategic Coopetition ● Dynamically manage competition and collaboration for advantage.
6. Global Reach ● Extend ecosystem orchestration across geographical boundaries.
7. Intelligent Automation ● Integrate AI and ML for ecosystem-level intelligence and self-orchestration.
8. Ethical Responsibility ● Prioritize ethical governance and sustainable ecosystem practices.

Advanced Ecosystem Orchestration Maturity Model:

References

• Adner, R. (2017). Coevolutional strategy. Academy of Management Journal, 60(6), 2222-2247.
• Brandenburger, A. M., & Nalebuff, B. J. (1996). Co-opetition. Harvard Business School Press.
• Chesbrough, H. W. (2003). Open innovation ● The new imperative for creating and profiting from technology. Harvard Business School Press.
• Dunning, J. H. (2009). Multinational enterprises and the global economy. Edward Elgar Publishing.
• Gulati, R., Puranam, P., & Tushman, M. (2012). Meta-organization design ● Rethinking design in interorganizational and community contexts. Strategic Management Journal, 33(6), 571-586.
• Iansiti, M., & Lakhani, K. R. (2017). Digital ubiquity ● How connections, sensors, and data are revolutionizing business. Harvard Business Review Press.
• Kaplan, A., & Haenlein, M. (2019). Rulers of the world, unite! The challenges and opportunities of artificial intelligence. Business Horizons, 62(1), 37-50.
• Porter, M. E., & Kramer, M. R. (2011). Creating shared value. Harvard Business Review, 89(1/2), 62-77.
• Scherer, A. G., & Palazzo, G. (2011). The new political role of business in a globalized world ● A review of a new perspective on CSR and its implications for the firm, governance, and democracy. Business & Society, 50(4), 899-931.