Orchestration of digital transformation processes of economic activities based on an ecosystem approach

The article examines the problem of orchestrating processes of digital transformation of economic activity based on the use of an ecosystem approach. It is substantiated that the orchestration of business ecosystems is aimed at ensuring the coordination and integration of various participants in network interaction to achieve common goals. The orchestrator uses generative architectures to direct actors of the ecosystem in a desired strategic direction. The generative architecture of a business ecosystem offers a finite set of digital building blocks that can be combined into an infinite number of variations of innovative products/services. This allows ecosystem actors to participate in the formation of the platform architecture, taking into account the distributed nature of digital technologies. The stages of focal firm becoming an orchestrator of a business ecosystem are substantiated. Strategies that can be used to transform a focal firm into an orchestrator of a digital ecosystem have been identified.