Synergies, Innovation & Values: Business Ecosystems as the Key to Competitiveness

The time of linear value creation that lies solely in the hands of a single company is over: It is too inflexible, too fragile, and too resource-intensive for a world marked by constant change and multiple crises. Business ecosystems, on the other hand, create new scopes for action by enabling companies to bring their strengths to bear where they create the greatest value.

What exactly business ecosystems are, what benefits they bring, and what prerequisites companies should bring with them, is explained in the following article. And if you want to build a business ecosystem yourself, you will find helpful tips and best practice examples.

What is a business ecosystem?

In view of the complexity and dynamics of today's business world, one concept is gaining increasing importance: business ecosystems. But what exactly is meant by this?

Business ecosystems are networks of companies that work hand in hand to achieve common goals. They are the product of the realization that no company can be successful on its own in our networked world. Instead, it is necessary for companies to work together and create "synergies" to achieve their goals.Business ecosystems consist of a variety of actors - from innovative start-ups to agile medium-sized companies to established corporations - all bringing in their "unique strengths and abilities". Each of these actors plays a specific role in the ecosystem and applies their strengths where they are most effective. For example, a startup can bring new ideas and solutions with its innovation and "agility", while a large company can use its resources and market access to bring these ideas to market. An example of this is the cooperation of Commerzbank with the Munich-based start-up IDNow. IDNow developed a technical solution for online identification, with which customers can identify themselves via video chat. With this cooperation, Commerzbank offers its customers a simple, convenient and secure procedure for checking their identity.

Together, these actors thus create a system in which the whole is more than the sum of its parts. In a well-functioning business ecosystem, companies complement each other and create a common added value that goes beyond what each company could achieve alone. This principle, also known as synergy, is a central aspect of business ecosystems.But how do these business ecosystems work exactly? And what makes them so effective? The answer lies in the way they are organized. In a business ecosystem, the different actors do not coexist, but work together primarily. They share information, resources, and know-how, and collaborate to solve problems and achieve goals. This "cooperative approach" enables the participants to act faster and more efficiently and achieve better results. In the automotive industry, technical cooperations with other companies are now standard. In this way, BMW and Daimler, for example, were jointly working on technologies for autonomous driving and on common vehicle platforms as well as on car sharing and mobility services.Being more adaptable and resilient with business ecosystemsThe need for business ecosystems becomes quickly apparent when we consider the challenges, crises, and (technological) developments of our time. First of all, the world out there is spinning faster and faster. This is made clear by events such as the Corona pandemic, which cause customer expectations and thus markets to change faster than ever before. In such times, companies need to be agile. They need to be able to quickly re-think and adjust their strategies and business models in order to stay competitive.

Secondly, fortunately (almost) everyone has now understood that our resources are finite. An exclusively company-focused perspective leads to even faster depletion of these scarce resources. Business ecosystems, on the other hand, can help to use resources more wisely, as they are provided by the actors in the network who already bring the necessary know-how and experience, so they do not have to build it up laboriously in their own company.

Thirdly, business ecosystems are more resilient than a single company. A look at nature helps to visualize the advantages: in a natural ecosystem, biodiversity helps protect the ecosystem from diseases or pests. In a business ecosystem, on the other hand, the diversity, stability, and resilience of the participating companies can contribute to protecting the ecosystem from economic shocks.

Collaboration and adaptability as keys to a successful business ecosystemCompanies that want to be successful in today's complex and networked business world need two key competencies to be successful in and with business ecosystems:Collaboration ability:

The collaboration of different companies requires a high degree of cooperation and coordination ability. Only those who have learned in their own organization to negotiate different perspectives and to draw added value from them will succeed in more complex systems, where the diversity of perspectives is multiplied. This means that companies must train to think and act beyond their own borders and be open to cooperation with other companies. They have to learn to make compromises, define common goals, and develop strategies together to achieve these goals. Various "collaboration tools" can support you in collaboration with other companies.

Adaptability:

In a constantly changing business world, companies need to be able to adapt quickly to changes and new circumstances. This requires flexible structures built on principles of self-organization. Such structures enable companies to adjust their strategies and business models quickly. They serve as the foundation to connect to a business ecosystem, which has a high dynamism inherent in it. Companies need to learn to design their internal processes and structures flexibly. They need to be capable of quickly integrating and implementing new ideas and approaches.

From theory to practice: how to build a business ecosystem?

Building a business ecosystem is a complex process that requires careful planning and execution. The first step in this process is to develop a clear adaptive strategy for your own company. At the project management level, "mind mapping tools" and "idea management tools" can be used as support.

The developed strategy should enable consistent decisions for your own business, but also help to be aware of your own needs regarding ecosystem partners. It's important that this strategy is flexible enough to adapt to changes in the business environment, but also stable enough to maintain a consistent course. The strategy involves recognizing development needs, creating options for action, and enabling decisions. For this, companies must ask questions like: What problems do we solve for our customers? What brand promise sets us apart from alternative offerings? Or also: What structures and processes do we need to best utilize our core competencies?

The next step is to find partners in ecosystems who are not only professionally the perfect match - whether by technologies, market access, resources, or other skills - but also master the two key competencies "collaboration ability" and "adaptability".

Amazon and American Express partnership, source: https://www.americanexpress.com/de-de/business/kreditkarte/amazon-business-prime-card/Choosing the right partners is crucial for the success of a business ecosystem. Potential partners should share the "same values", have a "similar vision", and be willing to "work closely together". Prominent examples of such partnerships are, for example, Apple Watch and Nike, who teamed up to develop a special version of the Apple Watch for athletes' needs. The partnership between Amazon and American Express allows American Express customers to redeem their points directly at Amazon.Once partners are found, the common trajectory needs to be set. Ecosystems can only be successful if everyone has the same understanding of customer benefits, the conditions, and the manner of cooperation. The common goal should clearly define what the ecosystem wants to achieve and how and what role each partner plays.Lastly, it is crucial to understand learning and failure as part of the process. People are needed for the learning process to really work, who can give and accept feedback - also beyond the company's own boundaries. In a business ecosystem, "continuous learning and improving" is essential. Errors should be seen as opportunities for learning and growth, not as failures. Open and honest feedback allows all partners in the ecosystem to learn from each other and improve together.

Apple and Nike partnership, source: https://www.apple.com/de/apple-watch-nike/Conclusion: Powerful tool for future viability

Business ecosystems offer the opportunity to create added value through collaboration and synergy that goes beyond what each company could achieve on its own. The potential that lies in these ecosystems is enormous. They range from opening up new markets and customer groups, the joint development of innovative products and services, to the more efficient use of resources.

Every company that is part of a business ecosystem, however, must be willing to contribute as well. This can be done, for example, by providing resources, know-how, or technologies. Ultimately: Business ecosystems can be a powerful tool for businesses to position themselves for the future. They offer great opportunities, but also place high demands on the participating companies. Companies that successfully master these challenges, however, benefit greatly from the advantages of business ecosystems and contribute significantly to shaping our shared future.Idea-Management-Tools unterstützend zum Einsatz kommen.

Die entwickelte Strategie sollte konsistente Entscheidungen für das eigene Business ermöglichen, aber auch dazu beitragen, sich der eigenen Bedürfnisse in Bezug auf Ökosystem-Partner*innen bewusst zu werden. Es ist wichtig, dass diese Strategie flexibel genug ist, um sich an Veränderungen in der Geschäftsumgebung anzupassen, aber auch stabil genug, um einen konstanten Kurs zu gewährleisten. Strategie bedeutet: Entwicklungsbedarfe zu erkennen, Handlungsoptionen zu schaffen und Entscheidungen zu ermöglichen. Dafür müssen sich Unternehmen Fragen stellen wie: Welche Probleme lösen wir für unsere Kund*innen? Welches Markenversprechen unterscheidet uns von alternativen Angeboten? Oder auch: Welche Strukturen und Prozesse benötigen wir, um unsere Kernkompetenzen bestmöglich nutzen zu können?

Der nächste Schritt besteht darin, Partner*innen in Ökosystemen zu finden, die nicht nur fachlich das perfekte Match sind – sei es durch Technologien, Zugänge zum Markt, Ressourcen oder andere Kompetenzen – sondern auch die beiden Schlüsselkompetenzen Kollaborationsfähigkeit und Adaptionsfähigkeit beherrschen.

Partnerschaft Amazon und American Express, Quelle: https://www.americanexpress.com/de-de/business/kreditkarte/amazon-business-prime-card/

Die Auswahl der richtigen Partner*innen ist entscheidend für den Erfolg eines Business-Ökosystems. Etwaige Partner*innen sollten die gleichen Werte teilen, eine ähnliche Vision haben
⁠und bereit sein, eng zusammenzuarbeiten. Prominente Beispiele für solche Partnerschaften
sind beispielsweise Apple Watch und Nike, die sich zusammengetan haben, um eine spezielle Version
⁠der Apple Watch für die Bedürfnisse von Sportler*innen zu entwickeln. Die Partnerschaft von Amazon und American Express wiederum ermöglicht es American Express Kund*innen, ihre Punkte direkt bei Amazon einzulösen.

Sobald die Partner*innen gefunden sind, gilt es gemeinsam eine Vision für das Handeln zu entwickeln. Ökosysteme können nur dann erfolgreich sein, wenn alle das gleiche Verständnis vom Kundennutzen, von den Rahmenbedingungen und von der Art der Zusammenarbeit haben. Das gemeinsame Zielbild sollte klar definieren, was das Ökosystem erreichen will und wie und welche Rolle jeder/e Partner*in dabei spielt.

Schließlich ist es entscheidend, Lernen und Scheitern als Teil des Prozesses zu begreifen. Es braucht Menschen in diesem System, die Feedback geben und annehmen können – auch über die eigenen Grenzen des Unternehmens hinaus –, damit dieser Lernprozess auch wirklich funktioniert. In einem Business-Ökosystem ist kontinuierliches Lernen und Verbessern unerlässlich. Fehler sollten als Gelegenheiten zum Lernen und Wachsen gesehen werden, nicht als Misserfolge. Durch offenes und ehrliches Feedback können alle Partner*innen im Ökosystem voneinander lernen und gemeinsam besser werden.
⁠

Partnerschaft Apple und Nike, Quelle: https://www.apple.com/de/apple-watch-nike/

⁠Fazit: Mächtiges Instrument für Zukunftsfähigkeit

Business-Ökosysteme bieten die Möglichkeit, durch Zusammenarbeit und Synergiebildung einen Mehrwert zu schaffen, der über das hinausgeht, was jedes Unternehmen allein erreichen könnte. Die Potenziale, die in diesen Ökosystemen liegen, sind enorm. Sie reichen von der Erschließung neuer Märkte und Kundengruppen über die gemeinsame Entwicklung innovativer Produkte und Dienstleistungen bis hin zur effizienteren Nutzung von Ressourcen.

Jedes Unternehmen, das Teil eines Business-Ökosystems ist, muss allerdings gewillt sein, auch selbst einen Beitrag zu leisten. Dies kann beispielsweise durch die Bereitstellung von Ressourcen, Know-how oder Technologien geschehen.

Letztlich gilt: Business-Ökosysteme können ein mächtiges Instrument für Unternehmen sein, um sich zukunftsfähig aufzustellen. Sie bieten große Chancen, stellen aber auch hohe Anforderungen an die beteiligten Unternehmen. Unternehmen, die diese Herausforderungen erfolgreich meistern, profitieren jedoch erheblich von den Vorteilen von Business-Ökosystemen und leisten einen wichtigen Beitrag zur Gestaltung unserer gemeinsamen Zukunft.