Department of Marketing and Entrepreneurship, School of Business, Mzumbe University, Morogoro, Tanzania
Abstract: Both creating and capturing value from a business activity cannot be done by a single firm in a single setting. Instead, firms with different competencies should be aligned to present the focal value and proportionately appropriate value. This study describes the governance structure and proposes the framework that organizes beekeeping actors through the proposed business ecosystem. This qualitative and descriptive action research collected data from 12 actors in the beekeeping industry. Different governance structures were piloted and tested through interpretative data analysis to develop an appropriate model. Two models are proposed: (1) the commercial firm to orchestrate the business ecosystem (2) the beekeeping association/cooperative to collaborate with the commercial firm through the honey collection centre to present a value proposition to customers. Also, ecosystem actors should share value in a fairly and truthful way. The role of an enterprise, which is an ecosystem orchestrator, is to ensure those ecosystem actors, particularly beekeepers, join and stay in the ecosystem. The study technique for data collection provides a valuable empirical ground through which management and business research can rely on the methodology. The study informs policymakers, researchers, and organizations on the crucial steps and measures to build and manage a viable commercial beekeeping ecosystem. The study provides a theoretical contribution to the ecosystems and governance theories and the empirical evidence for the approaches.
Keywords: beekeeping, business ecosystem, governance, Tanzania.
JEL classification: M21, P46.
CITE AS:
Tutuba, N.B. 2022, Business Ecosystems, Governance Structures: How Can Value Chain of Economy in Rural Areas Be Commercialized? Oradea Journal of Business and Economics, 7(1), pp. 19-29, http://doi.org/10.47535/1991ojbe135