ECOSYSTEM BUSINESS STRATEGIES: CLASSIFICATION AND JUSTIFICATION OF CHOICE

Abstract

The transformation of the sectoral organisation of the economy into an ecosystemic one changes the conditions of competition and makes it necessary to master the tools of ecosystemic strategising. Justifying the company's choice of the optimal ecosystemic strategy requires an understanding of the content and characteristics of strategic alternatives. The purpose of this work is to systematise the approaches to classifying business ecosystem strategies and reveal the content of the main ones. Research methods: analysis and synthesis; scientific abstraction; deduction; and a systematic approach. A structural approach was applied to define business ecosystems. The characteristics of modern digital ecosystems and the roles of participants were generalised. It should be noted that the aim of ecosystem strategy is to create a competitive context that allows for the formation, utilisation and expansion of an attractive competitive position. The drivers of development and the peculiarities of monetisation of digital ecosystems are revealed. It has been established that the classification of ecosystem strategies is contingent upon a number of factors, including the objectives of the company in question, the nature of the ecosystem, the vector of development, and the company's role within the ecosystem. The following assessment is provided: an evaluation of the classification of multi-product and multi-actor ecosystem strategies. The strategies of vertical and horizontal ecosystems are considered. Two distinct categories of ecosystem strategy have been identified: orchestrator and participant. The orchestrator strategy refers to the deliberate facilitation and coordination of ecosystem functions by a third party, while the participant strategy involves active involvement and contribution to the ecosystem by its participants. The content and methodology of these two types of research differ, and each type corresponds to a number of strategies. It is evident that, in accordance with the method of competition, a number of ecosystem strategies have been identified. These include tabula rasa, direct confrontation, unbundling and coverage. The content and prerequisites for choosing open and closed ecosystem strategies are considered. It is important to acknowledge that ecosystem development strategies encompass expansion and growth strategies, each of which is characterised by a range of alternatives. The text reveals the advantages, risks, and algorithm for justifying the choice of a strategy for participation in the ecosystem. The strategy of phased integration into the ecosystem (MVF), the strategy of a single ecosystem, and multi-homing are characterised. The strategies employed in regard to participation in the ecosystem are determined by the method of contribution differentiation.