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

Implementing technology and hardware can drive some advantages for workflow
and customer satisfaction. Focal actors can improve workflow and customer advantage
by optimizing the existing business operations and enhancing the customer experience.
For instance, in the case of ESL, our findings show that installing ESL hardware can help

customers find information and help retailers more effectively change on-shelf product
labels. Installing a digital device can make existing information liquid through digitization
and dematerialization. Consequently, it will benefit workflow and customers.

5.2.2 Unbundling and Rebundling to Drive Enterprise-Wide Transformation
Digital technology investments can open new opportunities to create new revenue
streams and optimize existing business processes due to their generative capabilities
(Iansiti and Lakhani, 2020; Sjödin et al., 2022). This opportunity arises from increased

opportunities for new revenue streams, identified as new business creation stages of
digital transformation. The transition into new revenue streams should align with the
organization’s existing processes, structures, and capabilities. As platform interfaces

that can connect and integrate diverse groups of actors to co-create and redefine value
propositions in the ecosystem, digital technologies can revolutionize how an ecosystem
governs innovation to co-create value by rethinking and creating a new boundary to
promote combinatorial innovation (Leone et al., 2021; Thomas and Tee, 2022).
At this stage, actors are trying to project future solutions that can be developed

from the current device. With the collaborative inputs and actions of ecosystem actors,
digital devices can connect with different kinds of applications. Collaborative actions and
technology artifact connectivity are the main points in this stage. This process is facilitated

through the liquification of the information. Once the information has changed into a
digital format, it can be unbundled and rebundled with other information for strategic
decisions. For instance, in our findings, some system integrators use AI applications
to connect with ESL to enhance their dynamic pricing strategy. An AI application for
dynamic pricing can rebundle product prices with product availability and expiration

dates. At the same time, retailers can combat food waste through this AI-driven, dynamic
pricing.
Moreover, connectivity across technology artifacts can provide interoperability

capacity, leading to information exchange across different platforms and networks.

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