Chapter 31 Orchestrating Participants of Ecosystem with the Use of Digital Technologies: Analysis in the Hospitality Industry

This research aims to analyze how companies in the industry act as orchestrators and manage participants in their networks. The service industry has received little attention from scholars in this field, and this research gap was investigated in this study. Qualitative case study research with an exploratory approach is applied in this research so that in-depth insights can be obtained. Mamikos.com, a platform for room rent in Indonesia, was used as the research subject. Mamikos does not only facilitate tenants to find rooms to live in but also manages how landlords can serve tenants better and help tenants understand what the landlords want. In other words, Mamikos seeks to smoothen the value stream from landlords to tenants and vice versa. This research has implications that the value orchestrator must be able to facilitate the parties in the ecosystem to obtain the fundamental values needed and other side values so that they are loyal to the ecosystem managed by the orchestrator.