An ecosystem-oriented business model to promote well-being via digital technology: a multi-case narrative inquiry in China

The current supply-oriented business model (SBM) as a firm's strategy has found its limits. This research aimed to explore the ecosystem-oriented business model (EBM) emphasizing user and stakeholder participation to satisfy diversified demands and create well-being in society. We adopted the multi-case narrative inquiry approach to build EBM theory in the Chinese context. The findings show that EBM to create well-being in society includes four stages: knowing (users') needs, EBM of the dominant firm, stakeholder participation, and the well-being of society. In contrast to the user-driven emphasis in Chinese culture, western culture adopts a dominant firm-driven EBM, especially emphasizing technology roles. This study contributes to advancing the understanding of the EBM in the Chinese context, and explains why these selected firms can grow healthily via EBM.