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2020) to review previous literature on ecosystems. Adner (2017) defines an ecosystem as “the alignment structure of the multilateral set of partners that need to interact for a focal value proposition to materialize”. 2018; Kaapor, 2018; Baumann, 2019; Autio & Thomas, 2020). 2020; Weber & Hine, 2015).
According to McKinsey, 58% of organisations embedded at least one AI capability into a process or product (Cam, 2019). By integrating AI into business holistically across an organisation, it gains the potential to create competitive advantages and strengthen organisational innovation capabilities (Cockburn et al., Fountaine et al.
They are one of the foremost tools for innovation, involving both competition and describing the position of a firm within its value network (Chesbrough, 2010; Casadesus-Masanell & Ricart, 2010; Demil & Lecocq, 2010; Zott et al., 2011; Casadesus-Masanell & Zhu, 2013; Lanzolla & Markides, 2020). 2010; Wieland et al.,
2020; Payne et al., Thus, “businesses often formulate them [VPs] as promises to customers, hoping to influence attitudes and behavior, but then fail to take those promises seriously” (Lanning, 2020). 2020), the emergence, development, and application of the VP concept in marketing (Payne et al., 2018; Bailetti et al.,
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