In an environment of hyper-competitiveness (globalization, ICT, environmental issues and CSR ...), companies have no choice but to continuously innovate. This continued pace of innovation challenges traditional models of strategic analysis, especially the theories of Porter on competitive advantage (importance of leadership and market share, strategy at one single industry level, struggle against its direct competitors, strategy cost leadership or differentiation). Actually, this new rhythm makes it difficult for one single company (importance of R & D budgets involved, nature of the skills to mobilize, complexity of the offers building) to ensure satisfactory long-term competitive position in its market. As such, a new approach is emerging in recent years, both in consulting firms and in strategic management academic literature. This approach is based on the concept of business ecosystem (BE). It can be defined as a heterogeneous coalition of enterprises in different sectors and forming a strategic community of interests or values in a network structured around a leader. This leader is characterized by its ability to impose or to share its developing business strategy or its technological standard in a disruptive business model, profitable to all participants. The stracturing of a collective strategy as business ecosystem is based on the idea that to be successful (also on a new marker), a "so called" core company has to achieve a coalition with its partners, combining their different assets and complementary skills, to offer a valuable "differentiating" solution to its customers. Based on an intensive and continuous scientific screening and a set of competitive intelligence means, DEVER RESEARCH has developed a comprehensive tool to elaborate thematic ecosystems, mainly for the energy and industrial market. According to specific firm questionings, a business ecosystem is elaborated with this firm, set as keystone or leading firm. The paper will present: 1) the theoretical background; 2) the methodology; 3) the process applied to the two above situations.
Business ecosystem model applied to the electric vehicle market
EVS, Electric Vehicle Symposium, 26 ; 1807-1814
2012
8 Seiten, 6 Bilder, 8 Quellen
Conference paper
English
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