Digital ecosystem structure formation depending on the archetype of distribution network participants

Purpose Fundamental changes in economic relations, instability of the market environment in which enterprises operate and increased intensity of competitive influences to obtain better business conditions emphasize the importance of the nature of interaction for all participants of business processes in the distribution channel and the success of the chosen business structure. This circumstance determines the expansion of the content of the ecosystem approach to the organization of enterprise activities and the clarification of the participants' roles in such systems. The purpose of the study is to identify the key features and differences in business models of digital ecosystem participants that are critical to shaping the value of the distribution system. Design/methodology/approach In this paper, within the framework of the theoretical component, the authors analyze conceptual and empirical articles contained in the Web of Science database and also rely on information obtained from the study of articles by Russian academicians in specialized journals, monographs and conference abstracts. Using the method of content analysis, data on enterprises were collected and generalized into cases, which made it possible to propose possible classification properties of enterprise archetypes within the digital ecosystem and to determine the general properties of the objects under study and their interrelations. Findings The systematization of results allows us to present a co-competitive activity model for ecosystem participants, depending on their archetype, where they are segmented according to the dominant principle of role and activity within the system. From a practical point of view, the considered classification of the archetypes of recipient enterprises and their economic relations make it possible to structurally visualize a digital ecosystem, which significantly reduces the distance between the consumer of the product/service, the manufacturer and the seller. This reduces the time of delivery and waiting as well as the time to find a suitable option making the market more perfect. The proposed conceptual framework indicates the interdependence of the development of all participants in the product distribution and proves that successful business models take part in the market expansion. Finally, the authors' systematic review of the academic literature results in identifying certain promising directions for future research based on the consideration of open ecosystems with transparent infrastructure. Research limitations/implications The results are limited by the authors' sample data and the case study approach. The study does not show the further evolution of the digital ecosystem depending on the set and configurations of ecosystem participants. The authors introduce a possible new classification of archetypes of ecosystem participants and a co-competitive activity model for ecosystem participants depending on these archetypes. Practical implications From a practical point of view, the considered classification of the archetypes of recipient enterprises and their economic relations make it possible to structurally visualize a digital ecosystem, which significantly reduces the distance between the consumer of the product/service, the manufacturer and the seller. Originality/value From a practical point of view, the considered classification of the archetypes of recipient enterprises and their economic relations makes it possible to structurally visualize a digital ecosystem, which significantly reduces the distance between the consumer of the product or service and the manufacturer or the seller. This reduces the time of delivery and waiting as well as the time to find a suitable option making the market more perfect in this respect.