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

the supply chain and logistic networks to manage their product inventory. Retailers can
enhance their omnichannel strategy by integrating new solutions with existing information,
gaining benefits from the value-chain ecosystems through some information, and offering
new value to their customers. Hence, focal actors can benefit from strategic and ecosystem

network advantages in this case.

6. Conclusions

This study explains how digital transformation can align with the device’s co-
evolution so the ecosystem’s focal actors can benefit from adopting technology. Following
the Bonnet (2022) stages of successful digital transformation, we explain our findings.
Our findings reveal that ESL, as a small digital affordance, can be an enabler in the

development of other solutions. ESL has co-evolved from hardware into a connected
labeling solution through the collaboration of actors in the retail ecosystem. Additionally,
we extend Bonnet (2022) three stages by understanding them through the perspectives of
actor interaction and information density.

6.1 Managerial Implications
Where and how to start digital transformation are the most important questions to ask
before acting. Our results indicate that starting with small-scale pilot tests is the first step

of digital transformation before committing to a broader implementation. Companies can
conduct pilot tests to validate market needs and create new value. That is, conducting a
pilot test is an approach that can help solve potential problems and address how technology
will be a viable option for the business by involving actors with different resources. The

minimum viable ecosystem (Adner, 2021), as a minor configuration of activities, can
create enough evidence of value creation to attract new partners. Through small testing,
companies face and conquer both inside and outside challenges. Internally; however, they
might encounter backlash from employees as operational processes, employee roles, and

work objectives must be restructured.
Externally, incentives are needed to attract new partnerships, connecting actors
from new domains for co-creation. Companies can demonstrate immediate benefits to
employees through pilot tests, such as letting front-line staff immediately feel the benefits

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