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Digital orchestration: Redefining economies of scale

Author

Listed:
  • David Paynter

    (Swinburne University of Technology, Hawthorn, VIC, Australia)

  • Danny Samson

    (The University of Melbourne, Parkville, VIC, Australia)

Abstract

“Orchestration†describes activities of the lead firm in a Value Chain, where lead firm may not undertake any transformation of the tangible product. Limited research examines how goods-producing businesses make strategic organizational decisions on when and where to leverage digital technologies to operate globally, particularly smaller businesses We study 37 small to medium enterprises (SMEs) operating globally to understand strategic relationships in product Design, Create and Sale. We find quality of discovery capabilities now available with digital technologies enable SMEs greater identification and access to global resources in smaller discrete transactions, without upfront capital cost required to acquire those resources.

Suggested Citation

  • David Paynter & Danny Samson, 2025. "Digital orchestration: Redefining economies of scale," Australian Journal of Management, Australian School of Business, vol. 50(4), pages 1414-1437, November.
    • Handle: RePEc:sae:ausman:v:50:y:2025:i:4:p:1414-1437
    DOI: 10.1177/03128962251329121
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    References listed on IDEAS

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