Abstract

This study examines how a hub firm fosters the emergence of a new ecosystem through the perspectives of ecosystem and institutional theory. Using a longitudinal theorizing method, this study analyzes Coursera’s development from 2012 to 2022. The findings reveal that Coursera, as a hub firm, functions as an ecosystem architect and advocates for “educational equity,” gaining legitimacy and support from elite universities. This strategy overcomes the “liability of newness,” enabling the discovery of a new blue ocean market in affordable, accessible higher education.
Specifically, through the strategies of humanistic framing and technological empowerment, Coursera connects and orchestrates ecosystem members; designs the content, structure and governance models of new activities; and fosters a dual-flywheel ecosystem business model centered on humanistic innovation, which promotes the generating of a new ecosystem.
Finally, this study proposes a process model illustrates how a hub firm uses framing strategies and business model innovation to stretch resources and create shared value, forming a positive dual-flywheel ecosystem effect that accelerates the development of a humanistic innovation ecosystem. This case provides a notable example which is distinct from traditional technology innovation ecosystems.  

Keywords

humanistic innovation business modelecosystem generationthe dual-flywheel ecosystem effectframinghumanistic innovation ecosystem