Embed Size (px)
Citation preview
Marketing Ecosystems
A New Framework for Competitive Strategy
Copyright © 2006 by Blue Spoon Consulting Group, LLC
This is a strategic brief about the changing ecology of business
competition. It presents a new logic to
understand and shape the transformations engulfing nearly all
businesses.
Singer J. 2006. Framing Brand Management for Marketing Ecosystems. Journal of Business Strategy, (27)5:50-57 DOI:10.1108
Blue Spoon is leading the emergence of a new marketing
focused on actions that create and sustain growth. A pioneer in
ecosystem-centered strategies, Blue Spoon provides managers with a new generation of strategies
and skills to profitably interact with the marketplace, create new markets, dominate them, and shape industry
transformation.
the blue spoon mission
The rampant commoditization and disorder engulfing nearly
all industries are not abating, suggesting old diagnoses have been wrong and old
remedies ineffective in meeting the challenges of new growth. What we need are better tools for business
development and market creation.
“Brands have run out of juice. They’re dead.”
-- Kevin Roberts, CEO/Saatchi & Saatchi
“Businesses worldwide pump $2 trillion a year into IT. But like many broadly adopted technologies – such as
railways and electrical power – IT has become a commodity. Affordable and accessible to everyone, it no longer offers strategic value to anyone. Even the
most cutting-edge IT capabilities quickly become available to all.”
-- “IT Doesn’t Matter”/Harvard Business Review/June 2003
Nicholas G. Carr
The core issue? You have two industry systems – marketing
services and information technology -- out of sync with the dynamics of complexity,
commoditization and consumer behavior.
a structurally-different world!
fragm
enta
tion
incr
easi
ng!
boundaries dissolving!
OldEra"
New Era"
Future of Complexity!and Competition!
?!
The Basic Premise.
The Key to outperforming rivals
Lies in Making Strategic Choices
that dissolve Industry Boundaries
and in using frameworks to lead
broad system change
“What we are seeing, in fact, is the end of industry.” The Death of Competition: Leadership & Strategy in the Age
of Business Ecosystems/James F. Moore
Functional attributes and best practice are a zero-sum game. Competitive advantage comes from being better than rivals in
creating and executing at a system level.
Creativity is expressed in terms of new wholes, new contexts for business, and new dimensions of performance by tightening the fit between marketing
communications and information technologies, and combining them into unique capabilities packages, in which
each component enables and shapes the other.
Marketing Ecosystems
Business Ecosystems
Industry Ecosystems
The Existing System
The Ideal System
Design the Now Attainable
Version of the Ideal
NO!
Transcend And Create
Turning the arrow around. Adapted from B. Banathy, “Designing Social Systems in a Changing World” (New York: Plenum Press, 1996).
Marketing ecosystems are a modern synthesis for innovative business strategy. Their overall objective is to
deliver new strategies and skills to profitably interact with the
marketplace, create new markets, dominate them, and
lead industry transformation.
a new generation of strategy
“If you don’t like change, you’re going to like irrelevance even less.” -- General Eric Shinseki, retired Chief of Staff, U.S. Army
John Singer, Managing Director, Blue Spoon Consulting [email protected]
www.bluespoonconsulting.com 917.538.4239
