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How ESL Devices Transform into Connected Label Solutions: A Perspective of Actor Interaction and
Information Rebundling

Through information exchange, focal actors can create or enhance new services.
Unbundling and rebundling information through interoperability capacity can help
redefine enterprise-wide transformation by capturing complex cross-value chains and
offering refined and novel values (Piotrowicz and Cuthbertson, 2014; Sjödin et al., 2022).

Our findings reveal the exact mechanism of this improvement.
When ESL can connect with other technology artifacts, such as AI and internet
platforms, retailers can integrate ESL with web or mobile shopping applications for

an omnichannel strategy. They can offer showrooming and webrooming services for
customers. Hence, the devices have become solutions in this process by unbundling
and rebundling the information. As an outcome, it can provide benefits, including
workflow, customers, and strategic advantages. We highlight in our findings that ESL
can help retailers improve store operation management (Workflow Advantage), deploy

advanced dynamic pricing (Customer Advantage and Strategic Advantage), and follow an
omnichannel strategy (Strategic Advantage).

5.2.3 Outsource Information to Optimize Business Model Shift
The interaction of actors in the ecosystem happens simultaneously with their
engagement. Actor engagement in the ecosystem involves the interactive integration of
the focal actors’ resources (Storbacka, Brodie, Böhmann, Maglio, and Nenonen, 2016).
An engaged ecosystem actor is disposed to invest a broad range of resources—such

as time, technology, and emotional resources—focusing on digital technology as an
engagement interface (Li, Juric, and Brodie, 2017; Nenonen and Storbacka, 2018). More
actors are engaged in the co-evolution process along with digital transformation through

resource-sharing activities to optimize solution creation. At this stage, the unbundling
and rebundling of information has been evolving by including more information in the
complex ecosystem. Our findings show the involvement of an AI camera with geolocation
data to improve the accuracy of shelf management.
Resource sharing also includes information sharing. Once the information has

become more complex and mature enough to create new information density, it can be
shared with other actors in the ecosystem (Normann, 2001). Outsourcing information by
releasing it to different ecosystems and actors can help maximize benefits for entire value

chain ecosystems. For instance, retailers can use better shelf management to maximize

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