The emergence of ecosystems - part 4

In this lesson

1. 0:00 Google Maps as ecosystem value creation
2. 1:12 Why Google gives Maps away for free
3. 2:00 How hotels and Trivago benefit from Maps
4. 3:25 Mutual value flow in ecosystem networks
5. 6:49 Traditional market view versus ecosystems
6. 8:00 Key differences summarised side by side
7. 9:54 Ecosystems and traditional views coexist
8. 12:11 Why ecosystem thinking matters in practice

About this lesson

Using Google Maps as a central case study, you'll see how companies can thrive by offering free services that benefit all participants in a network—from hotels to search engines like Trivago—while building long-term advantage through increased brand awareness and user engagement. You'll learn the key differences between traditional market thinking and ecosystem thinking. The traditional approach focuses on the organisation itself, operates through physical channels, and prioritises short-term profit. The ecosystem approach is outward-looking, technology-enabled, collaborative, and committed to creating value for all participants. Rather than viewing competitors as adversaries, ecosystem participants recognise mutual benefits and interdependencies. This lesson is particularly relevant to Strategic Management (E3) and Strategic Business Leader (SBL), where understanding how organisations operate within broader networks is essential. You'll also discover why the ecosystem metaphor matters: it shifts thinking away from outdated machinery and warfare analogies towards frameworks that reflect today's dynamic, collaborative business environments. The video emphasises that most organisations exist somewhere on a spectrum between traditional and ecosystem models, and recognising where your business sits helps inform strategy and decision-making.

Duration: 15m