Overview
The Journal of Ecosystem Marketing and Strategy (JEMS) publishes original, peer-reviewed scholarship that advances understanding of marketing, strategy, and governance within and across digital and business ecosystems. JEMS occupies a distinctive position at the intersection of marketing theory, strategic management, digital economics, and competition policy.
Aims
- Field-building: To establish ecosystem marketing as a coherent, theoretically grounded, and empirically active research domain.
- Interdisciplinary integration: To facilitate dialogue between marketing, management, economics, information systems, law, and public policy.
- Policy relevance: To generate scholarship with direct implications for the governance of digital markets.
- Methodological pluralism: To welcome rigorous contributions employing quantitative, qualitative, mixed-methods, computational, experimental, and theoretical approaches.
Research Areas
Ecosystem Marketing
Marketing strategies within multi-sided platforms and business ecosystems; network effects; ecosystem value co-creation and capture; customer engagement; loyalty and switching costs in platform markets.
Platform Strategy
Governance, design, and growth of digital platforms; platform competitive dynamics and contestability; market power and self-preferencing; platform entry strategies; bundling, tying, and envelopment strategies.
Business, Service, and Innovation Ecosystems
Theoretical frameworks for ecosystem analysis; ecosystem orchestration and keystone strategies; complementor relationships; coopetition; service ecosystem dynamics; innovation ecosystem governance.
Digital Markets
Structure, conduct, and performance of digital and data-driven markets; market definition in digital contexts; zero-price markets; attention economy dynamics; algorithmic pricing and discrimination.
Competition Policy and Regulation
Antitrust analysis of digital markets; gatekeeper regulation; interoperability obligations; Digital Markets Act; merger control in platform markets; market investigation and remedies.
Data Sovereignty
Data governance frameworks; data ownership and portability; sovereignty dimensions of cloud and platform data; cross-border data flows; personal data markets.
Algorithmic Governance
Transparency and explainability of algorithmic systems; accountability frameworks; auditing; bias and fairness in digital markets; regulatory approaches to automated decision-making.
Demand Formation and Market Shaping
Need creation and market construction; demand-side management in platform contexts; attention formation; market shaping by dominant platforms; preference formation.
Strategic Management in Ecosystem Contexts
Ecosystem-level competitive strategy; value creation and capture architectures; dynamic capabilities in platform firms; SME strategy in platform-dependent contexts.
Article Types
- Original Research Articles — empirical studies using quantitative, qualitative, or mixed methods
- Conceptual Articles — theoretical contributions developing or synthesising frameworks
- Systematic Literature Reviews — structured reviews following established protocols (e.g. PRISMA)
- Bibliometric Studies — quantitative mapping of research domains
- Methodological Papers — contributions to research methods
- Policy Papers — evidence-based analyses for regulatory or policy audiences
- Case Studies — in-depth analyses of organisations, markets, or episodes
- Research Notes — concise reports of preliminary findings
- Invited Commentaries — expert perspectives on significant developments
- Book Reviews — critical assessments of significant scholarly monographs