Orchestration in Marketing Ecosystems: Actors, Mechanisms, and Outcomes

Document Type : Original Article

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Department of Management, Faculty of Social Sciences and Economics, Alzahra University

Abstract

In today’s digital economy, marketing ecosystems are recognized as multi-actor structures for value creation and co-creation. Within this context, orchestration serves as a strategic capability playing a key role in aligning actors, resources, and processes. The aim of this study is to present a conceptual framework to explain the dimensions, mechanisms, and outcomes of orchestration in marketing ecosystems using a meta-synthesis approach. Through a systematic analysis of 21 selected scholarly studies from 2005 to 2025, three main dimensions were identified: ecosystem actors, orchestration mechanisms, and performance-related outcomes. Findings indicate that successful orchestration requires synergistic interaction among various actors, including large organizations, regulatory bodies, technology providers, internal teams, and end users. Additionally, six key mechanisms were identified—digital integration, market-driven agility, value co-creation platforms, personalized marketing, organizational transformation, and predictive analytics—which collectively drive the dynamics of the ecosystem. Finally, the outcomes of orchestration were classified across four levels: market, organization, brand, and society. The results of causal relationship analysis among the identified components, using the DEMATEL quantitative method, revealed that certain mechanisms—such as technology provision and digital integration—act as key drivers of the ecosystem, while components like customer value and agility emerge as outcomes. This study, while addressing existing gaps in the marketing literature, offers an innovative and general framework for analyzing and designing orchestration mechanisms. By combining qualitative synthesis with analytical approaches, the research emphasizes the role of orchestration in enabling value creation, brand development, innovation, and sustainability in marketing ecosystems—providing a foundation for future research and marketing policy formulation.

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Journal of Business Management Perspective
Volume 24, Issue 63
September 2025

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