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The next phase of account-based marketing: Business ecosystems

July 03, 2019 / Peter Isaacson

Business ecosystems are nothing new. Back in 1993, James F. Moore pioneered the idea of a business ecosystem in the Harvard Business Review. He defined these ecosystems as companies coevolving capabilities around a new innovation, that work cooperatively and competitively to support new products, satisfy customer needs, and eventually incorporate the next round of innovations. That was over 25 years ago. Looking around today, you’ll see that business ecosystems exist all around us and come in a variety of shapes and sizes. From Apple’s ecosystem of operating systems, computers, apps, iPhones, iPads, music, and more, to Salesforce’s AppExchange and network of partners, ecosystems are a necessary development as businesses grow, evolve, and mature. What’s new about business ecosystems today are the categories that now require this kind of cooperative and competitive drive in order to move forward. Following in the footsteps of established categories, a business eco...