Abstract
PurposeAt Haier, one of the world’s largest suppliers of kitchen appliances, an initiative successfully transformed a culinary innovation into a novel ?ecosystem brand? ? a rapidly emerging economic model that is disrupting industries from entertainment and electronics to aviation and IT.Design Methodology ApproachIn addition to attracting and engaging users/ customers and employees, the brand must now be effective with a third stakeholder group: ecosystem partners.FindingsWithout a brand that attracts ecosystem partners an ecosystem will not exist.Practical ImplicationsEcosystems use a variety of mechanisms and processes to encourage adherence to a consistent brand.Originality ValueBecause ecosystem companies can continuously customize their offering by configuring the individual value of ecosystem partners in new ways they can compete. in a new way
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