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학술대회자료

Customer Participation Driven Sustainable Business Ecosystems

Purpose - A sustainable business ecosystem is a source of competitiveness for firms as well as a manageable resource forgaining a competitive advantage. Customers represent a core member of the business ecosystem and play a pivotal role in building a sustainable business ecosystem. This study examines the effects of customer participation on economic and social value in the business ecosystem andsuggests a course of actions for buildinga sustainable business ecosystem. Research design - Two business cases of South Korea are selected from two different business types: business-to-business(B2B) and business-to-customer (B2C) firms. Business ecosystems for B2B and B2C firms reflect contrasting characteristics.Data collected from in-depth interviewswith four representatives of four firms. Findings - The study proposed seven propositions for the relationships between customer participation and a sustainable business ecosystem through multiple casestudies based on in-depth interviews. Theresults reveal the following four strategic actions for building sustainable business ecosystems based on the proposed propositions: alignment, systemization, socialization, and co-evolution. Alignment refersto achieving a harmonic balance or virtuous circle among the firm's mission, investment, and value creation. Systemization refers to building and implementing management and infrastructure systems tobe rooted in the corporate culture. Socialization of customers in the business ecosystem reinforces the harmony or virtuouscycle. Finally, co-evolution is associatedwith the relationship between firms andcustomers as buyer firms in a restrictedbusiness ecosystem. Conclusions - Our research results regarding two contrasting business ecosystemsshed light on business issues and policymaking in the Asian business environments. Implications for academics and practitioners were suggested.

Abstract

1. Introduction

2. Literature review and Research Framework

3. Research methodology

4. Findings

5. Discussion and Conclusions

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