Digital orchestration: Redefining economies of scale

David Paynter and Danny Samson
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David Paynter: Swinburne University of Technology, Hawthorn, VIC, Australia
Danny Samson: The University of Melbourne, Parkville, VIC, Australia

Australian Journal of Management, 2025, vol. 50, issue 4, 1414-1437

Abstract: “Orchestration†describes activities of the lead firm in a Value Chain, where lead firm may not undertake any transformation of the tangible product. Limited research examines how goods-producing businesses make strategic organizational decisions on when and where to leverage digital technologies to operate globally, particularly smaller businesses We study 37 small to medium enterprises (SMEs) operating globally to understand strategic relationships in product Design, Create and Sale. We find quality of discovery capabilities now available with digital technologies enable SMEs greater identification and access to global resources in smaller discrete transactions, without upfront capital cost required to acquire those resources.

Keywords: Digital orchestration; orchestration theory; proximity theory; small business; value chain (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:sae:ausman:v:50:y:2025:i:4:p:1414-1437

DOI: 10.1177/03128962251329121

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