Paying attention to the right metrics and recognizing red flags can help leaders avoid common pitfalls during the four phases of ecosystem development.
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Companies engaged in successful business ecosystems — collaborative networks of largely independent entities working in unison to deliver seamless solutions to customers — can achieve substantial benefits. Initially, ecosystems offer swift access to external capabilities which might be too costly or time-consuming for a single company to develop. Upon launch, ecosystems can scale rapidly due to their modularity, facilitating the easy addition of partners. Furthermore, they are adaptable and robust, characterized by high variety and strong evolutionary capacity. However, a stark reality emerges from our research: less than 15% of business ecosystems thrive in the long term according to our study.
Failure seeds are often sown early. New analysis on over 100 failed ecosystems indicates that design strategy mistakes accounted for nearly 86% of failures. These flaws may not become evident for years, leading to compounded losses in investment, time, and resources.
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Consider Google's attempts to successively launch social networks, culminating in the shutdown of Google+ in 2019, following eight years of investment. The platform's failure can be partly attributed to its asymmetric follow model, which, despite facilitating initial growth, failed to nurture user engagement. Similarly, Google’s Orkut faltered due to its overly transparent design, making users uneasy about privacy; it was discontinued in 2014 after a decade.
Ulrich Pidun is a partner and director at Boston Consulting Group, as well as a fellow at the BCG Henderson Institute. Martin Reeves (@martinkreeves) serves as a senior partner at Boston Consulting Group and chairman of the BCG Henderson Institute. Edzard Wesselink is a principal at Boston Consulting Group and an ambassador at the BCG Henderson Institute.
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