Ecosystem Goal Alignment and Institutional Change : Increasing Resilience and Competitiveness in Värmland

Abstract: Economy professor Kjell Nordström argued at the Nordic Business forum Sweden, that regions such as Värmland would turn into wastelands in the aftermath of digitalization and urbanization. Digitalization has rapidly changed service provision effecting the provider-user interaction and service options available. To stay competitive, a sustainability report on the region recommends local actors to find common goals to enhance the value-proposition providing advantages not offered by larger elsewhere controlled or e-commerce actors. Previous studies regarding value co-creation conclude that due to macro level influences such as digitalization, a systemic approach is vital. Hence, this thesis uses a service ecosystem, approach addressing the problem and research inquiries regarding relationship market influence in and among various levels and relationship construction for mutual member goals capturing value. The aim of this thesis is to explore how actors can increase their resilience towards macro level influences. The empirical data was gathered through conducting a qualitative exploratory case study using non-probability sampling to map the service ecosystem around a resilient actor. The data collection comprised of field observation, a brief document analysis and seven semi-structured interviews. Five interviews with different actors supported by two interviews with key customers. The data was processed and thematically analyzed through coding and grouping. Findings was then compared to the theoretical framework and discussed in relation to the background and problem. The study concluded that actors were unable of making an impact individually and essentially need goal alignment for institutional change. However, depending on actor size, type, level of digitalization, and market aim, the importance varies. Actors primarily targeting a regional market were considered dependent on goal alignment and institutional change for resilience. By accomplishing collective goals ecosystem members indirectly achieve individual goals increasing competitiveness, enhancing the business climate. Through institutional change members counteract and restructure the ecosystem adjusting to macro level changes affecting the meso and micro interaction creating resilience.