Businesses operate in broad interlinked networks – business ecosystems – where the variety of habitats is as wide and competition as fierce as in natural ecosystems.
Some food chains in the ecosystem are easier to depict than others. Each firm has its own perception of the closest network and its position within it. Typically, each firm also tends to find, or draw, their own business as the core of the network and the closest collaborators around it. In practice, this is one of the reasons why attempts to manage a network often fail or create no response, while the network actors have not considered the interests of others, or even the existence of the further away ecosystem.
Due to their network position, firms have different opportunities to influence or control other actors, network relationships, and the whole network. Even with a more objective view of their surrounding habitats, managing the network position is a hard task.
Small businesses have traditionally been in the outskirts of business ecosystems but digitalization, e.g. sensor technology and the real-time data available is providing them with new means to become a more valuable and influential actor in the ecosystem. Our case firm here is an example of an SME that has looked around when formulating new strategy and offering concept.
Lännen Tractors- a Finnish SME exploiting the opportunities in the outcome economy
Lännen Tractors develops and manufactures machines for demanding applications. The long term objective has been to become a strong international player. Three global megatrends: climate change, resource efficiency, and urbanization, set the base for the new ambitious strategy of the firm.
The analysis of a Lännen Tractors’s own position among the networks as well as different networking directions offered new ideas how their business networks will look like in the future and who are the relevant network actors and partners to contact and collaborate.
The strategic aim of the firm is to change the industry in the direction they believe is profitable to them and also to the other actors in the ecosystem (service purchasers, service providers, and contractors). The vision of the management is that “less is more”; that the modern mobile multi-purpose machinery is more productive and environmentally friendly than conventional solutions that have often led to sub-optimization on work sites.
The keystones of the offering in the new strategy are multi-purpose, mobility, productivity and sustainability and the concept is marketed as the “Heavy-duty multifunction backhoe loader with all terrain mobility”. The core capabilities are relevant to a single-machine contractor, to a service provider managing a larger fleet and also from service purchaser’s perspective. The aim of the concept is to concretize the meaning of “less is more” – productivity, and productivity goes hand in hand with environmental sustainability. One multipurpose machine compared to separate machines means less fuel consumption and less staff. Utilizing the full qualities of multi-purpose machinery increases productive work time and lowers the impact on the environment by decreased exhaust emissions, decreased noise levels, less disruption to traffic and residential areas and lower impact on the landscape.