【前沿追踪】营销视角下的生态系统研究

营销视角下的生态系统研究

自1996年James F. Moore在其著作《竞争之死：商业生态系统时代的领导力和战略》提出商业生态系统概念以来，实务界和学术界对生态系统探索和研究的热度似乎从未消退。不同领域的学者借鉴商业生态系统的概念，提出了创业生态系统、创新生态系统、平台生态系统和数字生态系统等概念。现如今，生态系统已经成为引领经济发展的一种重要的组织形态。

本期，我们将介绍三篇从营销视角展开的平台生态系统研究。Cortez等人发表在Industrial Marketing Management 上的文章Restoring ecosystem brands: The role of sustainability-led innovation从平台生态系统参与者角度，探讨了当生态系统品牌缺乏创新性并引发公众不满时，不同角色的参与者应该采取何种行动才能恢复生态系统品牌的声誉。Morgan等人发表在Journal of Business Research上的文章Digital ecosystem and consumer engagement: A socio-technical perspective系统研究了消费者如何通过基于物理设备、数字触觉（digital haptics）与平台的互动行为来参与到数字生态系统中。Schreieck等人发表在 Journal of Information Technology 上的文章Capabilities for value co-creation and value capture in emergent platform ecosystems: A longitudinal case study of SAP’s cloud platform 通过对SAP云平台的纵向案例研究，揭示了技术相关能力和关系驱动能力对建立平台生态系统的重要作用，并进一步揭示了它们帮助平台生态系统所有者进行价值共创和价值捕获的过程机制。

PART.1

Restoring ecosystem brands: The role of sustainability-led innovation

恢复生态系统品牌：可持续性导向的创新的作用

Keywords：

Ecosystem brand; Integrative branding; Brand restoration; Innovation; Emerging economy

关键词：

生态系统品牌；整合品牌化；品牌恢复；创新；新兴经济体

Abstract：

Although business-to-business (B2B) firms increasingly realize the benefits of belonging to a sound ecosystem, few studies examine how heterogenous actors contribute to the branding of such a higher-order system. Building on the ecosystem concept and integrative branding theory, this research offers an evolving three-stage process model to guide actors in restoring an ecosystem brand suffering from the lack of innovativeness and public disapproval. Using data from 51 informants in three key groups of actors: (1) citizens, (2) firms, and (3) au-thorities, as well as complementary sources, this study uncovers a nuanced pattern of interplay between the different ecosystem actors. The findings show that the restoration of an ecosystem brand is possible through (1) reframing, (2) blending, and (3) proacting. These stages are driven by a single-actor, dyadic, and triadic focus on sustainability-led innovation. The proposed model provides important insights for practitioners and scholars seeking to understand brand restoration of complex, multi-actor, adaptive systems.

摘要：

尽管B2B公司越来越意识到加入一个健全的生态系统的好处，但很少有研究考察异质参与者如何为这种高阶系统（higher-order）的品牌塑造做出贡献。基于生态系统概念和整合品牌化理论，本研究提炼出一个三阶过程模型，指导生态系统参与者当面临生态系统品牌缺乏创新性并引发公众不满时，采取何种行动才能恢复生态系统品牌的声誉。利用来自三个关键参与者群体：居民、企业和权力机构，共51名访谈对象的数据，本文揭示了不同生态系统参与者之间的互动模式。研究结果表明，通过重新构建（reframing）、融合（blending）和推进（proacting）可以实现生态系统品牌的恢复。上述三个阶段分别由单一参与者、双元参与者和三元参与者驱动，并专注于可持续性导向的创新。相关研究结论为理解复杂、多因素、自适应系统的品牌恢复提供了重要的见解。

文献来源：

Roberto Mora Cortez, Per Vagn Freytag, Mads Bruun Ingstrup.Restoring ecosystem brands: The role of sustainability-led innovation[J]. Industrial Marketing Management,2022(105):79-93.

PART.2

Digital ecosystem and consumer engagement: A socio-technical perspective

数字生态系统和消费者参与：基于社会技术视角的研究

Keywords：

Consumer engagement; Digital ecosystem; Socio-technical; Practice; Sociomateriality; Social media; Brand communities

关键词：

消费者参与；数字生态系统；社会技术；实践；社会物质性；社交媒体；品牌社群

Abstract: 

This paper develops a technology-centric perspective on consumer engagement in the digital ecosystem. Focusing on engagement with brands on social media-based brand communities, the study argues that consumer engagement is a socio-technical phenomenon that emerges from consumer action with digital technology. The action and the technology are co-constitutive of engagement practice and subject to continuous and mutually recursive change. The empirical findings explore how consumers engage in the digital ecosystem through actions with physical devices, digital haptics, and platforms. The findings highlight how the digital materiality of the engagement ecosystem generates new kinds of engagement practices including uncovering, appropriating, and cultivating. The study advances current thinking on engagement by offering a holistic view of engagement practice that encompasses multiple technologies and rejects technological mediation. This paper offering original theoretical insights into the status of digital technologies in consumer engagement, setting new directions for the future research on engagement.

摘要：

本文从以技术为中心的角度探讨了消费者在数字生态系统中的参与行为。该研究聚焦于在基于社交媒体的品牌社区中与品牌的互动，认为消费者参与是一种社会技术现象，产生于消费者使用数字技术的行为。行动和技术是消费者参与行为的共同组成部分，呈现出连续和相互递归的变化。研究结果揭示了消费者如何借助基于物理设备、数字触觉与平台的互动行为来参与到数字生态系统中。研究结论强调了参与生态系统的数字物质性如何产生新的参与行为，包括揭露（uncovering）、占用（appropriating）和培养（cultivating）。本文提出了一个涵盖多种技术且拒绝技术中介的消费者参与的整体观，推进了当前对消费者参与的思考。本文对数字技术在消费者参与中的地位提供了原创性的理论见解，为未来的消费者参与研究定下了新的方向。

文献来源：

Anna Morgan-Thomas, Laurence Dessart, Cleopatra Veloutsou. Digital ecosystem and consumer engagement: A socio-technical perspective[J]. Journal of Business Research,2022(121):713-723.

PART.3

Capabilities for value co-creation and value capture in emergent platform ecosystems: A longitudinal case study of SAP’s cloud platform

新兴平台生态系统中的价值共创和价值捕获能力：SAP云平台的纵向案例研究

Keywords：

Platform ecosystem, IT platform, digital platform, enterprise software, platform ecosystem capabilities, platform emergence, value co-creation, value capture, SAP

关键词：

平台生态系统，IT平台，数字平台，企业软件，平台生态系统能力，平台涌现，价值共创，价值捕获，SAP

Abstract: 

Companies across industries are shifting toward a platform ecosystem strategy. By leveraging cloud computing technologies, companies aim to benefit from collaboration with a wide range of third-party developers within emergent platform ecosystems. To succeed, these companies need to develop new organizational capabilities to co-create and capture value in platform ecosystems. To understand what capabilities are crucial to establish platform ecosystems and how they contribute to value co-creation and value capture, we conducted a multi-year, in-depth case study of SAP’s cloud platform project. We identified (1) technology-related capabilities (cloud-based platformization, open IT landscape management) and (2) relationship-driven capabilities (ecosystem orchestration, platform evangelism, platform co-selling) and illustrate how these capabilities help the platform owner to enable and balance value co-creation and value capture in an emergent platform ecosystem. With our findings, we contribute to the discussion on how companies can overcome the challenging emergent phase of platform ecosystems. We thereby bridge literature on value creation in platform ecosystems and on organizational capabilities. Though we conducted our study in the context of the enterprise software industry, we discuss how our findings apply to prospective platform owners from different contexts.

摘要：

各行各业的公司都在转向平台生态系统战略。公司旨在利用云计算技术，从与新兴平台生态系统中的第三方开发人员的合作中受益。为了取得成功，这些公司需要培养新的组织能力，在平台生态系统中共同创造和捕获价值。为了了解哪些能力对建立平台生态系统至关重要，以及它们如何有助于公司的价值共创和价值捕获，我们对SAP的云平台项目进行了多年深入的案例研究。我们识别出两种能力：技术相关能力（基于云的平台化和开放的IT环境管理（open IT landscape management）和关系驱动能力（生态系统编排、平台传播和平台联合营销），并且阐明了这两种能力如何帮助平台所有者在新兴的平台生态系统中实现并平衡价值共创和价值捕获。相关研究结论丰富了公司如何克服平台生态系统具有挑战性的新兴阶段的相关研究。此外，我们还将有关平台生态系统中价值创造和组织能力的文献联系起来。尽管我们是在企业软件行业的背景下展开的研究，但也讨论了我们的研究结果如何适用于不同行业背景下的潜在平台所有者。

文献来源：

Maximilian Schreieck, Manuel Wiesche, Helmut Krcmar.Capabilities for value co-creation and value capture in emergent platform ecosystems: A longitudinal case study of SAP’s cloud platform[J].Journal of Information Technology,2021,36(4):365-390.

图文：孟朝月

编辑：白丽艳

审核：姜忠辉 桑小凡