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Based on a longitudinal study, this article presents a model located at the ecosystem level and analyzing the process of the disruptor’s interconnected activities, other ecosystem participants (customers, partners, media, analysts), and the incumbent operator (market leader). Together, they constitute a strategic process of ecosystem evolution centered on the incumbent operator in a first step towards the ecosystem centered on the disruptor in a second step. We identify the phenomenon of disruptive gambit, where the disruptor reveals its intentions from the beginning by an effective framing (framing) process, followed by a rapid adaptation of its business model to meet the needs within the new ecosystem. These processes generate a virtuous cycle of framing-adaptation, where the relationships with the ecosystem allow a rapid response to the needs of customers and partners, while engaging them as actors in the creation of the new ecosystem. Our results suggest that scoping is a strategic process allowing disruptors to reduce uncertainty, dislodge powerful legacy operators and shape new ecosystems through business model innovation.
SNIHUR Yuliya - TBS Education |
- Recherche
- Entrepreneuriat, Management Stratégique