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This chapter focuses on critical thinking as a new, powerful, and specialized tool and technique for understanding and analyzing the subtle operations of the free enterprise capitalist market system and its ethics and morality. Everything in the world of consumers and market enterprise systems are determined by our supply–demand system that in turn are determined by our presumed limitless production–distribution and consumption (LDPC) systems. From a critical thinking viewpoint, we study the free enterprise capitalist system (FECS) as a dynamic, interconnected organic system and not as a discrete or compartmentalized body of disaggregate parts. Systems thinking with critical thinking calls for a shift of our mindset from seeing just parts to seeing the whole reality in its structured dynamic unity; both mandate that we see ourselves as active participators or partners of FECS and not as mere cogs in its wheels or as mere factors of its production processes. Critical thinking seeks to identify the “structures” that underlie complex situations in FECS with those that bring about high- versus low-leveraged changes in various versions of capitalism. Specifically, this chapter applies critical thinking to FECS as defined by its founder, Adam Smith, in 1776 to its fundamental and structural assumptions, and as supported or critiqued by serious scholars such as Karl Marx, Maynard Keynes, C. K. Prahalad and Allen Hammond (inclusive capitalism), John Mackey and Rajendra Sisodia (conscious capitalism), and others.

This research aims to analyze how companies in the industry act as orchestrators and manage participants in their networks. The service industry has received little attention from scholars in this field, and this research gap was investigated in this study. Qualitative case study research with an exploratory approach is applied in this research so that in-depth insights can be obtained. Mamikos.com, a platform for room rent in Indonesia, was used as the research subject. Mamikos does not only facilitate tenants to find rooms to live in but also manages how landlords can serve tenants better and help tenants understand what the landlords want. In other words, Mamikos seeks to smoothen the value stream from landlords to tenants and vice versa. This research has implications that the value orchestrator must be able to facilitate the parties in the ecosystem to obtain the fundamental values needed and other side values so that they are loyal to the ecosystem managed by the orchestrator.