Modelling Business Ecosystem of Digital Marketplace Using Value Network

We are witnessing the digital transformation of businesses has spread across products or services, processes, and deliveries. New business models that take advantage of the digitation process are growing fast and digital platforms spring up in many parts of the world. As digital platforms rely on collaborative actors, viewing a digital firm in isolation may not be appropriate. As such, considering a digital platform in its two-sided network business ecosystem is more suitable to get the big picture of the platform and then analyze how the platform interacts with its surroundings in the ecosystem to keep the balance and expand. The purpose of this paper is to construct a model to map and analyse digital business ecosystem. The paper discusses some theories that are incorporated for the construction of the model and step-by-step how the model is developed. The paper uses as a case to demonstrate how the model works in mapping and analysing a digital business ecosystem of a two-sided market.