Why does value often migrate away from the product customers buy? In this module, you will examine how firms use complements to influence willingness to pay, shape customer behavior, and capture value across broader ecosystems. Through strategic frameworks and company examples, you'll explore complement pricing, ecosystem strategy, shifting profit pools, and delayed value capture. You'll also examine how organizations such as Apple and firms in the digital music industry redesigned their business models to create and capture value as complementary products and services transformed the industry.

Why does value often migrate away from a company’s core product? In this module, you will examine how firms use complements to shape customer behavior, ecosystem participation, and long-term value capture. Through strategic frameworks and company examples, you'll explore complement pricing, shifting profit pools, ecosystem strategy, and recurring revenue models. The module also examines how organizations such as Apple redesigned their ecosystems to capture value as complementary services and experiences became increasingly important sources of competitive advantage.

How should firms respond when a new technology appears to be both an opportunity and a threat? In this module, you will examine the strategic relationship between complements and substitutes and explore why those relationships are often difficult to classify in emerging markets. Through examples including Ripple and Farfetch, you'll analyze how technologies, channels, and business models can strengthen existing offerings, compete with them, or evolve between the two over time. The module highlights why successful strategists continually reassess ecosystem relationships as markets and technologies change.

How do firms design ecosystems that create and sustain competitive advantage? In this concluding module, you will integrate concepts from across the course to evaluate complement opportunities, ecosystem relationships, value-capture strategies, and emerging substitute threats. Through a strategic role play, you will assess how organizations can use complements to increase customer value, strengthen competitive position, and adapt as technologies and markets evolve. You will be challenged to move beyond individual frameworks and develop a coherent ecosystem strategy for long-term success.