GENESIS OF ECOSYSTEM BUSINESS MODELS ON THE EXAMPLE OF THE ENTERTAINMENT INDUSTRY

Based on the views of various foreign and domestic scholars and business experts from international companies, the article reveals the essence of a business ecosystem as a dynamic union in which both dependent and independent participants operate to create shared value. The types of business ecosystems are analyzed, namely traditional and platformbased. The types and methods of applying business models based on an ecosystem approach are examined. Among them, the following are distinguished: scaling ecosystem business model, accretive ecosystem business model, cooperative ecosystem business model, value-added chain ecosystem business model, integrator ecosystem business model, symbiotic ecosystem business model, and marketplace ecosystem business model. The advantages they provide are highlighted: high adaptability, operational efficiency, cost optimization, innovativeness and technological advancement, and market expansion. The roles of companies participating in business ecosystems are explored, and various perspectives on business models related to a company’s role in the business ecosystem are analyzed. Business models by roles in the business ecosystem include the aggregator and infrastructure business models. It is noted that all the listed business models can coexist within a single company. Using examples of the largest companies — Disney, Amazon, Netflix — a case analysis is conducted revealing the main stages of development of ecosystem business models, and the components of ecosystems are identified and illustrated in their impact on the companies’ performance.