Trabalhar o ecossistema

E volto a "Key Skills for Crafting Customer Solutions Within an Ecosystem: A Theories-in-Use Perspective" de Scott B. Friend e Avinash Malshe e publicado por Journal of Service Research.
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Há 12 anos que despertei para a importância dos ecossistemas da procura. Ainda na semana passada ajudei a capturar este numa PME:

(As setas a cinza representam as interacções que a empresa nunca desenvolveu e que agora pensa serem relevantes)
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A noção de ecossistema dos autores concentra-se mais na rede de partes interessadas que podem existir dentro de um cliente, embora não se limite a elas. Por exemplo, para uma escola:

"Students, teachers, principal, school staff, administrators, parents and family, community members"

Os pressupostos dos autores fazem sentido:

"Diversity sensitivity. The vendor must be mindful that there may exist a great deal of diversity among an ecosystem’s stakeholders. ... As a result, vendors
must cultivate diversity sensitivity, defined as the skill of being mindful that different stakeholders within an ecosystem may be endowed with different levels of capabilities and resources.
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Proposition 1: The greater the level of diversity sensitivity by vendors, the more successful the solution development and implementation process.
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vendors must employ multipoint probing in order to understand how the diversity discussed above may facilitate or inhibit their operational integration and how to best address that diversity in order to remain deeply intertwined with the customer.
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Proposition 2: The greater the level of multipoint probing by vendors, the more successful the solution development and implementation process.
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We define orchestration [Moi ici: Já desde 2010 uso essa frase, orquestrar um ecossistema] as the skill to align vendor activities and work processeswith stakeholders and/or other vendors so the solution vendor’s offer works well with the other solutions currently being used by the customer—be it from the same vendor or a different vendor.
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Proposition 3: The greater the level of orchestration by vendors, the more successful the solution development and implementation process.
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stability preservation, defined as the vendor’s skill to be mindful of, and actively contribute to, the preservation of an ecosystem’s long-term permanence.
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successful solutions are those which not only help the customer achieve its immediate objectives but also help preserve ecosystem stability in the long run. In other words, they want their vendors to be mindful about and make active efforts to keep long-term customer stability in mind while developing and implementing their solutions.
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Proposition 4: The greater the level of stability preservation by vendors, the greater the success of the solution development and implementation process.
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our findings concur with service-dominant logic submissions that value should shift its conceptual emphasis to value-in-use (or value-in-context) as opposed to value-in-exchange. Value-in-use is defined as a customer’s [Moi ici; Podem achar picuinhisse mas não é, diz-me a experiência, já não é o cliente mas o ecossistema, a maximização do valor percepcionado pelos membros do ecossistema] outcome, purpose, or objective achieved through service and indicates value creation cannot mean anything other than the beneficiary’s perception of the value."