Building the Ecosystem Model of Business on the Basis of Design-Thinking

Abstract

The subject of the present article is researching the opportunities to use design-thinking for building the efficient ecosystem model of business. The goal of the research deals with the necessity to study three principle fields of shaping the ecosystem business-model of the company: customers, partners and products/services. We think that prototyping of this model of business organization shall be accomplished along these lines. The article analyzed the origin of the notion ‘design-thinking’ and studied features of shaping the ecosystem of business-model on the basis of design-thinking. The authors learnt the experience of shaping overseas and Russian models of ecosystem business and identified factors of its efficiency. According to our opinion, the use of ecosystem company approaches, which have been analyzed, is a key factor of successful business running in current conditions characterized by growing digitalization and changing of customer behavior patters from off-line to on-line deals. The mentioned customer behavior transformation has been observed in recent years however, the most impressive acceleration of transition to on-line ecosystems took place during COVID-19 pandemic and in the post-pandemic period. The authors are sure that the use of design-thinking, its methodological and instrumental approaches can give an opportunity to make integrated client-oriented offers and create new customer values, especially at the initial stages of developing ecosystem business-models. Effectiveness of using ecosystem business—models was analyzed by RUSECO index (weighted on market capitalization of home corporations), which demonstrated stable upward dynamics up to 2022. The information given by the authors about market capitalization of overseas ecosystem companies testifies in favor of the assumption of expediency of this approach to developing efficient business-models.