© 2017

The Internet as a Technology-Based Ecosystem

A New Approach to the Analysis of Business, Markets and Industries


About this book


This book examines and critiques classical approaches to strategic analysis, whilst exploring alternative methods which utilise ecosystem and platform concepts, as well as chaos and complexity theories. The innovative study provides a critique of the neoclassical Newtonian school of strategy, and proves it to be largely inappropriate as a decision-making methodology in today’s internet-based market. By developing a new biological hydrothermal vent model in which analogical comparisons are made with the Information Communication Technology (ICT) sector, the chapters challenge existing paradigms of competitive advantage and analyse the extent to which the Internet can be considered to be an ecosystem in its own right. The Internet as a Technology-Based Eco-System offers a range of alternative models and analytical frameworks for the analysis of internet-based technology companies in the twenty-first century, creating a valuable tool for students and academics undertaking research in strategy, technology and electronic engineering.


platform ecosystem chaos and complexity theory classical strategy positioning school hydrothermal innovation

Authors and affiliations

  1. 1.University of WorcesterWorcesterUnited Kingdom

About the authors

Nigel Walton is Senior Lecturer in Innovation and Entrepreneurship at the University of Worcester, UK, and Associate Lecturer in Strategy at the Open University Business School. His most recent research, carried out at Coventry University, UK, involves studying the internet as a platform ecosystem.

Bibliographic information


“This book offers a radically different explanation of the contemporary digital environment and how organisations may evolve their strategies in chaotic and complex conditions. It provides new thinking and challenges the classical school of strategy by constructing a biological and platform ecosystem perspective.” (Klaus Oestreicher, Professor, International University of Georgia, Georgia)