20 BUSINESS ECOSYSTEMS
Customers are increasingly demanding complex, integrated solutions rather than standardized products and services delivered in homogenous volume (Williamson and De Meyer 2012). Internal knowledge and capabilities, even if supplemented with alliance relationships, are no longer sufficient to meet these demands. Effective companies develop business advantages by abandoning the vertically integrated firm as the preferred organizational structure, participating together with a variety of partners in innovation communities and actively engaging in processes of co-evolution and learning (Adner 2017; Iansiti and Levien 2004). Competitive advantage in the new world stems from knowing when and how ...
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