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In recent years, the authors have seen the rise of Web 2.0, in which users become co-creators and software turns into services. During the last two years, they have also witnessed the phenomenal success of Apple's App Store for which people produce the applications and can also create business of them. While the technologies and business services related to these phenomena have been studied separately, they suggest that the underlying digital ecosystem that ties them together has not been made explicit. In this paper, they provide a conceptual model of a digital ecosystem for understanding how companies can co-create business with people.
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