AI-driven digital business ecosystems: a study of Haier's EMCs

Purpose There is a knowledge gap regarding the determinants of open innovation processes and outcomes in a joint value creation context, as well as what role artificial intelligence (AI) and data management play in facilitating open innovation processes. One strategy to better understand joint value creation through open innovation, supported by AI and data management, is to conduct studies on the digital business ecosystem (DBE). The purpose of this paper is to improve our current knowledge of this urgent issue in contemporary management through the lens of an ecosystem-based theory by conducting an empirical study on two DBEs (called ecosystem micro-communities (EMCs)), developed by Haier, as well as multiple literature reviews on the key concepts “Haier EMC” and “digital business ecosystem”. Design/methodology/approach By building on multiple literature reviews and empirical data from a multi-year and ongoing research program driven by Haier, this study examines Haier’s EMC model for AI-driven DBEs. Secondary data were collected through iterative literature reviews on DBEs, the EMC concept and the two selected EMC cases. The empirical data were collected through a qualitative study of two Haier EMCs in China. Findings Haier's ecosystem micro-community concept represents a radical shift towards a more flexible, responsive and innovative cross-industry organizational structure, offering valuable lessons for business leaders and scholars. Haier’s ecosystem micro-community model, part of their RenDanHeYi philosophy and here viewed as a DBE, is a pioneering management concept that not only redefines the management of the firm and the traditional corporate structure, but also the traditional view on innovation management, business strategy, human resource management and marketing (customer centricity). The concept has therefore an important and big impact on traditional management. For scholars, the gap in understanding innovation processes in open business ecosystems is addressed by the concept. However, the concept also opens new areas for academic research, particularly in innovation management, business strategy, human resource management and marketing. The concepts further encourage more interdisciplinary research. Research limitations/implications The DBE is a relatively new research area that will need more research. While the EMC model is promising as an effective version of a DBE, its effectiveness across different industries and organizational cultures needs to be explored further. Future research should investigate its applicability and impact in diverse business environments. To understand the EMC’s long-term impact, longitudinal studies are needed. These should focus on the sustained competitive advantages, potential market disruptions and the evolution of customer value propositions over time. Finally, considering increasing concerns about data privacy and security, future research should also explore how DBEs solve the issue of data protection and IP while promoting open innovation and value sharing. Practical implications For managers and practitioners, the EMC concept could inspire leaders to learn how to foster innovation by creating smaller, autonomous teams that can respond quickly to market changes in the form of a DBE. The concepts exemplify how value creation and capture could be enhanced for any company and even could be a new strategy in the company’s digital transformation and repositioning into a more competitive, high-end player on the market. The concept also emphasizes employee empowerment and ownership, which can lead to higher job satisfaction and retention rates. The concept can further improve companies’ adaptability and resilience by decentralizing decision-making. Finally, the micro-communities allow businesses to be more customer-centric, developing products and services that better meet specific customer needs. Social implications The social implications could be positive, as complex social problems commonly need an ecosystem approach to develop and deliver impactful solutions. In addition, Haier’s ecosystem micro-community model seems inherently scalable and culturally adaptable. Originality/value Haier’s EMC model is well-known in the research literature and is a novel approach to DBEs, which has been proven successful and replicable in different countries and industries. Providing insights from multiple literature reviews and two unique Haier EMC cases will contribute to a better understanding of highly effective data- and AI-driven business ecosystems, as well as of determinants of open innovation processes and outcomes in a joint value creation context, as well as what role AI and data management play in facilitating open innovation processes.