Reinventing business ecosystems for more profitable growth … from Adidas’ Road to Records to Apple’s App Store, Amazon’s Marketplace and Tesla’s Supercharger network … achieving more together, faster and better

April 28, 2025

Last weekend saw thousands of Adidas-sponsored athletes converged on the German sportswear company’s HQ in Herzogenaurach, Germany for a festival of running – only the best runners, only from Adidas. Established in 2021, the “Adizero: Road to Records” event aims to push the boundaries of human performance by providing a platform for world-class athletes to break records across various distances, including the 5K, 10K, half marathon, mile, and 800m races. It is broadcast live by brand partner RedBull TV.

The primary focus of the event is on elite athletes. Each year, Adidas invites top-tier runners from around the globe to compete on a specially designed course around their World of Sports campus. The event serves as a platform for these athletes to challenge themselves and set new records, contributing to the advancement of the sport of running.

It’s a celebration of speed, innovation, and the relentless pursuit of excellence. Held on the meticulously designed tarmac course around Adidas’ Herzogenaurach campus, the event provides a visually stunning backdrop for both athletes and spectators. The races are broadcast live, allowing fans worldwide to witness the high-stakes competition and the breaking of records in real-time . Participants compete in the latest Adizero footwear, designed for optimal performance. The event not only highlights athletic prowess but also underscores Adidas’ commitment to pushing the boundaries of sports technology and performance.

It’s also a great example of an ecosystem in action. Not just a brand that manufactures shoes – but a community of athletes, coaches, sports experts, brand partners – as well as everything from material developers to biotech scientists, sports retailers and technology companies, event organisers and running communities like Adidas Runners, employees and consumers.

Across the world, businesses are embracing ecosystem thinking to drive innovation, unlock new revenue streams, and enhance customer experiences. From Amazaon’s integrated digital economy to BYD’s renewable energy solutions, these companies exemplify the power of collaboration, interdependence, and interconnectedness. By expanding beyond linear, transactional models and recognizing the value of building comprehensive ecosystems, companies can position themselves for long-term, sustainable growth in an increasingly complex global market.

In today’s rapidly evolving business environment, companies are increasingly realising that the traditional linear thinking about supply chains, customer relationships, and market competition is no longer sufficient to drive sustainable, profitable growth. The world is shifting toward a more interconnected, collaborative approach — the ecosystem model. This new way of thinking revolves around networks of partners, suppliers, customers, and even competitors, all working together to create value. By embracing ecosystem thinking, companies can unlock new sources of growth, reduce risks, and achieve far more than what traditional models could ever deliver.

What Is a Business Ecosystem?

At its core, a business ecosystem is a network of organizations, people, and resources that work together to deliver a product or service. Unlike traditional business models where companies operate independently along a supply chain, business ecosystems thrive on interdependence and collaboration. These ecosystems are dynamic, often blurring the lines between competitors and collaborators, and extend beyond the firm’s traditional value chain. The key to ecosystem success is creating shared value that benefits all members, from raw material suppliers to customers and beyond.

The shift to ecosystem thinking is not just a philosophical one; it is driven by tangible business pressures and opportunities. Technology has made it easier for companies to connect with one another, data flows more freely, and customer demands are increasingly complex, requiring companies to collaborate more extensively. In turn, businesses are realizing that the future of growth lies not in isolated activities but in understanding the complex interconnections that drive success.

The Shift from Linear Thinking to Ecosystem Thinking

Traditional linear thinking about business operates on the assumption that companies are independent entities that control their value chains. Each player in a supply chain performs a specific function, and businesses operate in silos with little need for collaboration or interaction beyond transactional exchanges. A manufacturer might source materials from a supplier, sell to a distributor, and then distribute products to retailers or customers. This straightforward, one-directional process is often referred to as “linear thinking.”

In contrast, ecosystem thinking is characterized by relationships that are circular, interdependent, and collaborative. Rather than simply pushing products through a value chain, companies in an ecosystem work together to create a shared pool of value, often through the exchange of resources, knowledge, and technology. Ecosystem thinking recognizes that growth can emerge not only from within a company’s operations but also from the external relationships it cultivates and nurtures.

Key Differences Between Linear and Ecosystem Thinking:

Value Creation: In linear models, value is created primarily within a single company’s operations. In ecosystems, value is created through collaboration and the interdependence of various stakeholders.
Relationships: Linear models focus on independent, one-way transactions, whereas ecosystems thrive on two-way, symbiotic relationships.
Risk Mitigation: Traditional models may expose a company to risks from supply chain disruptions or market shifts. Ecosystem models spread risks across partners, making companies more resilient.
Innovation: In linear thinking, innovation is often isolated and happens in the R&D departments of individual companies. In ecosystems, innovation can happen collaboratively across the network, driving faster, more diverse breakthroughs.

By recognizing these differences, companies can better understand why ecosystem thinking has become a powerful tool for achieving sustainable growth in today’s interconnected world.

Successful Examples of Ecosystem Thinking

Several companies have successfully adopted ecosystem thinking to fuel their growth, often redefining entire industries in the process. Their ability to forge partnerships, create value for multiple stakeholders, and embrace complexity has been instrumental in their success.

1. Amazon: Building a Platform Ecosystem

Amazon’s rise to dominance is a perfect example of how ecosystem thinking can revolutionize a business. The company initially began as an online retailer but soon evolved into an ecosystem of businesses that collaborate with Amazon, rely on its platform, and benefit from its vast customer base.

Amazon Web Services (AWS): One of the most significant moves that Amazon made was the launch of Amazon Web Services (AWS), which has turned into one of the largest and most profitable cloud computing ecosystems in the world. By offering infrastructure as a service (IaaS), Amazon has transformed the way businesses approach technology, moving away from on-premise IT infrastructure and toward cloud solutions. AWS does not just offer a service; it creates an ecosystem that connects developers, businesses, and cloud customers, creating a thriving network of users, app developers, and service providers.
Amazon Marketplace: Beyond AWS, Amazon’s marketplace ecosystem has also been a game-changer. Third-party sellers use Amazon’s platform to reach customers, while Amazon itself provides the infrastructure and services needed for those sellers to thrive. This business ecosystem has turned Amazon into a global marketplace, where millions of products are sold by third-party sellers, and millions of customers benefit from the vast selection.

In both cases, Amazon has created an ecosystem in which it does not solely control the value chain but plays a central role, benefiting from the network effects that arise when more players participate. Amazon’s ecosystem is thriving because it enables others to build and innovate on top of its platform, making it a key player in the broader tech and retail ecosystem.

2. Apple: From Product Ecosystem to Service Ecosystem

Apple has long been known for its ability to build highly integrated hardware and software products, creating a seamless user experience across devices. However, in recent years, Apple has expanded its ecosystem to include services that further bind customers into its ecosystem.

Apple’s Hardware Ecosystem: The synergy between the iPhone, Mac, iPad, and Apple Watch is a fundamental component of Apple’s ecosystem. The company’s success in building a loyal customer base relies on how well its products work together. The integration of hardware and software makes the Apple experience unique — users can seamlessly transfer data across devices, use Apple services, and maintain a cohesive experience. Apple’s ecosystem encourages users to purchase multiple products, deepening their relationship with the brand.
Apple Services Ecosystem: In addition to its hardware, Apple has successfully expanded into services such as iCloud, Apple Music, Apple TV+, and the App Store. These services provide recurring revenue streams and deepen the engagement of Apple’s customers. The services ecosystem locks customers into using Apple’s platform for entertainment, storage, communication, and more. Apple’s strategy of moving from a product-based model to a service-based model is a prime example of ecosystem thinking — the company has turned its hardware base into an entry point for a much broader ecosystem of services.

3. Tesla: Reinventing the Auto Ecosystem

Tesla has redefined the automotive industry through its innovative approach to electric vehicles (EVs) and its broader vision of sustainable energy. By positioning itself as part of an ecosystem that includes renewable energy generation, electric vehicles, autonomous driving, and battery storage, Tesla has created a business model that goes beyond simply selling cars.

Supercharger Network: One key element of Tesla’s ecosystem is its proprietary Supercharger network. Unlike traditional car manufacturers, which are focused on selling cars alone, Tesla has built an infrastructure that supports its vehicles and enhances the customer experience. The Supercharger network allows Tesla owners to charge their vehicles quickly and conveniently, which is crucial for widespread EV adoption. This charging network is part of Tesla’s broader ecosystem that includes not only the car but also the energy storage (Powerwall) and solar solutions.
Autonomous Driving and AI: Another part of Tesla’s ecosystem is its focus on autonomous driving. The company’s AI-driven software allows for over-the-air updates and continuously improves the vehicle’s capabilities, which makes it a dynamic part of the overall transportation ecosystem. Tesla’s strategy is to integrate artificial intelligence, data analytics, and machine learning to enhance the driving experience and contribute to the broader movement toward smart, connected vehicles.

4. Microsoft: A Cloud Ecosystem of Products and Partners

Microsoft has transitioned from a traditional software company to a leader in cloud computing, using ecosystem thinking to dominate the cloud space. Microsoft Azure, its cloud platform, has become the backbone for businesses worldwide, helping companies build and deploy applications, store data, and manage their infrastructure.

Azure Ecosystem: Microsoft Azure isn’t just a cloud service; it’s an entire ecosystem that supports a wide range of third-party integrations, partnerships, and developer tools. This ecosystem allows companies to build on Azure, creating a thriving marketplace of apps, services, and solutions. By opening up its platform to partners, Microsoft enables others to innovate on top of Azure, while still maintaining control over its core infrastructure.
Microsoft 365: The Microsoft 365 ecosystem integrates tools like Word, Excel, and Teams with cloud services, creating a cohesive environment where businesses can work, collaborate, and communicate efficiently. The seamless integration between cloud storage, productivity tools, and collaboration software keeps users within the Microsoft ecosystem, creating long-term customer loyalty.

5. Alibaba: Creating a Digital Economy Ecosystem

Alibaba is one of the most powerful examples of a company that has transformed from a simple online marketplace into a global digital economy ecosystem. The company has built an interconnected network that combines e-commerce, cloud computing, digital payments, logistics, and entertainment, all feeding into one another to drive customer engagement and long-term growth.

E-commerce: Alibaba’s core platform, Taobao, is a massive online marketplace that connects buyers and sellers across China and internationally. The company also owns Tmall, a business-to-consumer platform catering to more high-end brands.
Cloud Computing (Alibaba Cloud): Alibaba Cloud is one of the largest cloud computing providers in China and the third-largest globally. The company’s cloud services are integrated with its e-commerce and logistics operations, offering businesses robust tools to build and scale their online presence.
Digital Payments (Alipay): Alipay, part of the Ant Group (an affiliate of Alibaba), is a dominant digital wallet in China and has expanded internationally. Alipay enables seamless payments across Alibaba’s e-commerce platforms, but it also integrates with a host of other merchants and service providers, creating a closed-loop ecosystem for digital financial transactions.
Logistics (Cainiao Network): Alibaba has built its own logistics network, Cainiao, to enhance delivery efficiency for e-commerce sellers. Cainiao leverages big data and AI to optimize supply chain and delivery management, helping sellers reduce shipping times and costs while improving customer satisfaction.

By combining e-commerce, cloud computing, logistics, payments, and entertainment (through Youku, its video streaming platform), Alibaba has created a highly integrated ecosystem where each part feeds into the others. This cross-pollination of services ensures that customers and businesses are deeply embedded within Alibaba’s platform, generating a continuous cycle of growth.

6. Huawei: Building an ICT and Consumer Electronics Ecosystem

Huawei, primarily known for its telecommunications and smartphone products, has successfully leveraged ecosystem thinking by developing a wide range of interconnected products and services spanning the ICT (Information and Communications Technology) sector.

Telecom Equipment: Huawei is the world’s leading provider of telecommunications infrastructure, including 5G technology. Its telecom equipment is used by many mobile network operators around the world, and the company’s proprietary technology allows for more advanced network connections, such as 5G and AI-powered automation.
Smartphones: Huawei’s Honor and Mate series smartphones operate within an integrated ecosystem of applications, services, and hardware. The company has developed its own Huawei Mobile Services (HMS) to replace Google services and create a self-sustaining ecosystem for mobile users.
Cloud Computing & AI: Through Huawei Cloud, the company provides cloud computing solutions to businesses, as well as AI-powered solutions for industries ranging from finance to healthcare. Huawei is actively working on building an open, collaborative ecosystem that supports a wide range of enterprise applications and uses.
Consumer Electronics: Huawei has expanded its product offerings beyond phones to include smartwatches, laptops, and smart home devices that integrate with its smartphone ecosystem, creating a connected experience for users.

Huawei’s ecosystem extends beyond consumer electronics into the telecom infrastructure that powers global communication networks. The company’s deep integration of AI, telecom, and cloud services within its product ecosystem allows it to offer a broad set of solutions for both businesses and consumers, making Huawei an integral player in the global ICT ecosystem.

7. Grab: The Superapp Ecosystem

Grab, originally a ride-hailing service, has evolved into a superapp that offers a wide array of services, from food delivery to financial services. The company’s success has been driven by its ability to build an interconnected ecosystem of services that address a wide range of consumer needs in Southeast Asia.

Ride-hailing: Grab started as a competitor to Uber in Southeast Asia and remains one of the region’s leading ride-hailing platforms. However, Grab quickly expanded beyond transportation to become a comprehensive platform.
Food Delivery (GrabFood): Grab launched GrabFood, a food delivery service that became immensely popular in Southeast Asia, particularly in countries like Singapore, Malaysia, and Indonesia. GrabFood is integrated with the rest of the Grab platform, allowing users to pay with GrabPay and earn rewards across services.
Digital Payments (GrabPay): GrabPay is a digital wallet that allows users to make payments across Grab’s services. It also allows users to pay for external services, such as utility bills and online shopping, making GrabPay a crucial part of Grab’s ecosystem.
Financial Services (Grab Financial Group): Grab has expanded into digital banking, insurance, and lending, making financial services an integral part of its ecosystem. Grab has partnered with various banks and financial institutions to offer digital wallets, lending products, and insurance options.
Grocery Delivery (GrabMart): With GrabMart, users can shop for groceries and have them delivered straight to their doorsteps. This service is another example of how Grab integrates multiple aspects of daily life into its ecosystem.

Grab’s ecosystem approach has allowed the company to increase engagement with customers by offering an array of services that address various consumer needs in one app. By becoming the go-to platform for transport, food delivery, digital payments, and financial services, Grab is building strong customer loyalty and increasing the frequency of interactions within its ecosystem.

8. Spotify: Building a Music and Audio Ecosystem

Spotify has transformed from a simple music streaming service into a multifaceted audio ecosystem, offering podcasts, audiobooks, and personalized music experiences. This expansion has helped Spotify fend off competitors and create a sustainable, profitable business model.

Music Streaming: At the core of Spotify’s ecosystem is its music streaming platform, which offers users personalized playlists, curated recommendations, and a vast catalog of music. The platform leverages AI to create music recommendations based on listening habits and preferences.
Podcasts and Audiobooks: Spotify has made significant investments in podcasts, acquiring companies like Anchor and Parcast to create a thriving podcast ecosystem. This has allowed Spotify to diversify its content and attract new audiences. The platform has also integrated audiobooks into its offering, making it a more comprehensive audio platform.
Spotify for Artists: Spotify has developed a robust ecosystem for artists, allowing them to upload music, engage with listeners, and monetize their content through ads and subscriptions. By providing artists with tools to promote and distribute their music, Spotify strengthens its position as the dominant player in the digital music ecosystem.
Partnerships with Hardware Providers: Spotify has also expanded its ecosystem by partnering with various hardware providers, including smart speakers, wearables, and car systems, to ensure that Spotify is accessible to users across all devices.

Spotify’s ability to expand from music streaming into podcasts, audiobooks, and a platform for artists has made it a central hub in the broader audio ecosystem. The company’s focus on personalization and user engagement, along with its growing content library, has allowed Spotify to differentiate itself from competitors and maintain its leadership position in the global audio ecosystem.

9. BYD: The Electric Vehicle and Renewable Energy Ecosystem

BYD (Build Your Dreams) has become one of the leading players in the electric vehicle (EV) market. The company’s approach to ecosystem thinking is centered on combining EV production with energy storage and solar technology, creating a closed-loop ecosystem for sustainable transportation and energy.

Electric Vehicles: BYD produces electric cars, buses, and trucks, with a focus on sustainable and eco-friendly transportation solutions. The company has become a major global player in the EV market, particularly in China and Europe.
Energy Storage (BYD Energy): BYD has integrated energy storage solutions into its ecosystem through BYD Energy, which produces lithium-ion batteries for both EVs and stationary storage systems. This allows customers to power homes and businesses with renewable energy, reducing reliance on traditional grid power.
Solar Energy (BYD Solar): BYD has expanded into solar energy production, offering solar panels and energy solutions to complement its EVs and energy storage systems. By integrating these elements into a single ecosystem, BYD provides customers with a holistic approach to renewable energy and sustainable living.

BYD’s ability to link electric vehicles, energy storage, and solar power into a single ecosystem has allowed the company to establish itself as a leader in the green energy space. This ecosystem thinking positions BYD as a key player in the transition to sustainable energy and transportation, making it a powerful example of how ecosystem thinking can drive profitable growth in the green economy.

The Future of Ecosystem Thinking

The shift to ecosystem thinking represents a fundamental change in how companies view value creation, partnerships, and growth. By building interconnected networks of customers, partners, suppliers, and even competitors, businesses can unlock new avenues of revenue, increase innovation, and become more resilient to disruptions.

Companies like Amazon, Apple, Tesla, and Microsoft have already demonstrated how ecosystem thinking can drive significant growth. Their ability to recognize and capitalize on the interconnectedness of the modern business world has allowed them to not only maintain relevance but also expand their market positions. The future of business growth will likely be defined by how well companies can integrate into and leverage these ecosystems, creating value not just for themselves but for the entire network they belong to.

As businesses continue to embrace this new mindset, it is clear that success will depend on a company’s ability to build, maintain, and expand its ecosystem. The companies that succeed will be those that think beyond linear, independent models and embrace the complexity and interconnectedness of the global economy. The time for ecosystem thinking is now — and those who fail to adapt risk being left behind.

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