Building an ecosystem brand
ISSN: 1087-8572
Article publication date: 19 September 2022
Issue publication date: 1 November 2022
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
Acknowledgements
Zhang Ruimin, the founder and chairman emeritus of the board of directors of Haier Group, the world’s largest appliance manufacturer, has overseen the development of an effective set of practices for managing an emergent, ecosystem-based business model.
Citation
Krippendorff, K. (2022), "Building an ecosystem brand", Strategy & Leadership, Vol. 50 No. 6, pp. 20-26. https://doi.org/10.1108/SL-08-2022-0081
Publisher
:Emerald Publishing Limited
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