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NTU Management Review Vol. 34 No. 3 Dec. 2024

5. Originality/Contribution

The primary focus of this study is the innovative dual-flywheel ecosystem business
model underpinned by humanistic value propositions. The study’s significance is in

its exploration of how a hub firm utilizes its capacity to stretch resources to navigate
conflicting institutional logics, involve a diverse array of stakeholders, and facilitate the
growth of an emerging ecosystem, thereby contributing to the advancement of ecosystem
theory. Specifically, the hub firm employs humanistic value propositions to address unmet

needs and discover a new blue ocean market, harness technology empowerment to create
excess capacity, and promote collaborative value co-creation among ecosystem partners.
This study underscores the significance of humanistic approaches and collaboration in
advancing ecosystem development. The findings offer valuable insights for enterprises

seeking to integrate ecosystem and humanistic considerations into their strategic
initiatives.

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