Abstract
Ecosystem evolution has been found to reduce the cross-business model complementarities which results in the corporate split (Burgelman et al., 2022). However, a demand-driven perspective shows an opposite possible result through ecosystem orchestration and siphon effect. The opposite results show a fact that the strategic use of the ecosystem can impact on the forming of the ecosystem in terms of an extending opportunity space of an endogenous complementarities continually. The coevolution of the business strategy in shaping and the ecosystem in forming allows organization to adapt into a dynamic environmental uncertainty which has been found as a literature gap. Therefore, the current study aims to explore the strategic use of an endogenous ecosystem in forming as a condition of focal firms to get adaptability when shaping strategies for adoption decisions. To merge the literature gap, the potential strategic process of ecosystem orchestration is proposed from a comparison with the internal strategic processes of corporate entrepreneurship.