Due to an ongoing shift towards business model and large-scale innovation, established firms will likely take a leading role in the future. On the people level, innovation is then primarily going to be driven by integrative thinkers with an ability to orchestrate the value network, referred to as corporate catalysts. This article suggests that companies ought to give serious thought as to where they currently fit within their industry’s ecosystem and how it could contribute within a larger business model that includes complementary players.

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