Building an ecosystem brand

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