The Internet as a Technology-Based Ecosystem

A New Approach to the Analysis of Business, Markets and Industries

verfasst von: Nigel Walton

Verlag: Palgrave Macmillan UK

Enthalten in: Springer Professional "Wirtschaft+Technik" , Springer Professional "Technik" , Springer Professional "Wirtschaft"

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Über dieses Buch

This book examines and critiques classical approaches to strategic analysis, whilst exploring alternative methods which utilise ecosystem and platform concepts, as well as chaos and complexity theories. The innovative study provides a critique of the neoclassical Newtonian school of strategy, and proves it to be largely inappropriate as a decision-making methodology in today’s internet-based market. By developing a new biological hydrothermal vent model in which analogical comparisons are made with the Information Communication Technology (ICT) sector, the chapters challenge existing paradigms of competitive advantage and analyse the extent to which the Internet can be considered to be an ecosystem in its own right. The Internet as a Technology-Based Eco-System offers a range of alternative models and analytical frameworks for the analysis of internet-based technology companies in the twenty-first century, creating a valuable tool for students and academics undertaking research in strategy, technology and electronic engineering.

Inhaltsverzeichnis

Frontmatter

1. The Relevance of the Rational, Classical Approach to Strategy in the ICT Sector – The Strategy Process

Abstract

Chapter 1 of the book undertakes an analysis of the rational, classical approach to strategy and critically evaluates whether it is relevant as an analytical approach in the modern ICT sector. This chapter focuses on the process of strategy and how strategy is formulated and implemented. The extent to which it has inspired the dominant rational approach to strategy is considered. The limitations of the rational model of intended deliberate strategy are analysed before addressing alternative approaches that have emerged over the years’ including various forms of emergent strategy, logical incrementalism, effectuation, creation logic and cognitive ambidexterity.

Nigel Walton

2. The Relevance of the Rational, Classical Approach to Strategy in the ICT Sector – The Strategy Content Approach

Abstract

Chapter 2 explores the second trend in strategic thinking to emerge since the 1980s, the Strategy Content Approach. The chapter analyses a range of strategic tools and approaches in order to determine their relevance to the modern ICT sector. This range of tools and analytical frameworks are commonly used as part of the rational decision making process involving analysis, choice and implementation. The weaknesses of these tools are examined in detail, and alternative approaches are also considered.

Nigel Walton

3. A Systems View of Strategy – Complexity, Chaos Theory and Poised Strategy

Abstract

Chapter 3 analyses some alternative approaches to strategic thinking based upon complexity and chaos theory and the concept of ‘poised’ strategy. It explains the nature and origins of systems theory and complexity theory and how poised strategies and business model innovation play an important role in modern business ecosystems. The extent to which this relatively new paradigm is appropriate for the analysis of the modern ICT sector is also considered and how it contrasts with the classical Newtonian approach that was analysed in Chapter 1 and Chapter 2 of the book. The chapter, therefore, considers what complexity theory can offer that conventional rational models cannot.

Nigel Walton

4. Ecosystems Thinking and Modern Platform-Based Ecosystem Theory

Abstract

The emergence of business ecosystems and platforms represents a very recent development that is having a significant impact upon traditional industries and product/service markets. The speed at which this new form of business model innovation has gained momentum has been largely the result of new technologies in the ICT sector such as the Internet (Web 1.0 and Web 2.0), the increasing digitisation (and dematerialisation) of products, the rapid diffusion of mobile communications, big data and cloud computing. This trend is set to continue with the roll out of the Internet-of-Things (IOT) and the increasing connectedness that will result from this.

Chapter 4 will define what is meant by the terms ecosystem and platform and evaluate a broad range of theories relating to these two highly inter-related concepts.

Nigel Walton

5. The Development of the Hydrothermal Vent (HTV) Ecosystem Model

Abstract

Chapter 5 explores the extent to which the Internet can be considered to be an ecosystem in its own right. It seeks to develop an alternative and more suitable ICT ecosystem taxonomy for analysing modern Internet–based companies and identifies a new source of competitive advantage, namely: data, information, knowledge and innovation.

The chapter uses a deep-sea hydrothermal vent (HTV) ecosystem model and attempts to establish how far the disciplines of business strategy and biology can provide an effective framework for analogical reasoning. Particularly, relevant areas of focus in the analogy include the nature of hydrothermal vents and their geological characteristics; the trophic structure of the deep-sea vent ecosystem and the processes of reproduction and dispersal and how these relate to the ICT sector.

Nigel Walton

6. Summary & Conclusion

A Summary of the Contribution Made by the Hydrothermal Vent (HTV) Ecosystem Model in Providing a New Strategic Perspective

Abstract

Chapter 6 provides a summary of the contribution made by the Hydrothermal Vent (HTV) Ecosystem model in providing a new strategic perspective. It reviews the weaknesses of the classical approach to strategy and discusses how the new HTV model dovetails with chaos and complexity theory and the platform, ecosystem concepts discussed in the earlier chapters. It also discusses how the Internet can be viewed as an ecosystem in its own right and provides examples of the waves of innovation that have flowed from the platform and the likely trends in the future. The chapter concludes with evidence of how data, information and innovation have become the new factors of production – as well as second-order competences (Danneels 2008) – and the extent to which a new paradigm may be starting to emerge.

Nigel Walton

Backmatter

Titel: The Internet as a Technology-Based Ecosystem
verfasst von: Nigel Walton
Verlag: Palgrave Macmillan UK
Electronic ISBN: 978-1-137-60077-6
Print ISBN: 978-1-137-60076-9
DOI: https://doi.org/10.1057/978-1-137-60077-6