From Partnerships to Experience Ecosystems
Updated: Jun 14
As consumers grow ever more inundated with choice, FMCG brands face a double challenge: how to transcend traditional industry boundaries, and how to reinvigorate both customer experience and brand perception in the process.
Drawing on research and advisory work by Evolution Ltd with Lavazza, this piece identifies three strategic paths available to companies, ranging from innovation within existing boundaries, through cross-industry collaborations, to the building of full experience ecosystems. Each path carries its own logic, trade-offs and requirements, and knowing which to pursue is the first step toward a more compelling brand and customer proposition.
Read here.
Authors: Michael G Jacobides, Nikita Pusnakovs, Rene Langen And Yuri Romanenkov
The distinction between cross-industry collaboration and a full experience ecosystem is sharper than I expected—especially the idea that each path demands different capabilities. I’ve noticed the same logic in other sectors, where companies often mistake a single partnership for a broader strategy, and I sometimes compare how they structure those moves on https://casinolegaux.com. It makes me wonder if FMCG brands are more tempted to skip steps and jump straight to the ecosystem.
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