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Digital Business Ecosystems & Marketing

Author

Listed:
  • Priya Premi

    (Indian Institute of Management Kozhikode)

  • Keyoor Purani

    (Indian Institute of Management Kozhikode)

Abstract

Advances in digital technologies have changed the business environment in digital ecosystems. Digital connectivity has enhanced a firm’s interdependency and interactivity with diverse participants of a business ecosystem. This shift in the business environment is forcing marketing practitioners to rethink marketing processes, practices, roles & responsibilities and skills needed to leverage the digital ecosystem for effective marketing. In this article, we focus on 1) conceptualizing the phenomenon of the digital business ecosystem, 2) process and critical factors to develop a successful digital business ecosystem, 3) the impact of digital business ecosystem on marketing. We have used literature from marketing and Information systems discipline and secondary data from practitioners oriented sources such as online blogs such as Techcrunch, articles and reports of business & marketing consulting agencies such as Mckinsey, Gartner.

Suggested Citation

  • Priya Premi & Keyoor Purani, 2020. "Digital Business Ecosystems & Marketing," Working papers 374, Indian Institute of Management Kozhikode.
    • Handle: RePEc:iik:wpaper:374
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    More about this item

    Keywords

    Digital business ecosystem; Digital ecosystem marketing; Digital shared platforms;
    All these keywords.

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