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Technologie und Innovationsmanagement (Subject) / innovation ecosystems (Lesson)
- different types of value systems 1. Hierarchy-based Value System -> customers buy final output in the form assembled (gebaut) and sold by the focal firm 2. Ecosystem-based Value System -> customers buy focal firm product and complements from inidividual complementors 3. Market-based Value System -> customer buy seperate products from independent sellers to consume them individually or jointly
- How to handle technical bottlenecks technical bottleneck = component that constrains system performance in absolute or relative terms -> identify bottlenecks in technical system -> change modular structure of system to isolate bottleneck -> create a superior solution for the bottleneck -> outsource non-bottleneck components -> strengthen competition in non-bottleneck components
- strategies to pursue: second sourcing -> create competition in other areas of the ecosystem (specifically for key components)
- strategies to pursue: vertical integration a firm produces key components by itself or buys the provider for such key components and thus become a supplier itself -> Apple
- Why should firms care about such strategies? What should they do? Why they should care: -> There is no use investing in innovation if value is captured by others-> ecosystem architecture may change because of digitalization-> important to identify and occupy profitable positions What they should do: -> focus activities on bottleneck positions in the ecosystem-> evaluate how digital transformation is likely to change industry architecture, create or destroy bottlenecks-> foster (fördern) competition among suppliers and among those possessing key complementary assets
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