Strategic Digital Leadership in Marketing Ecosystems

A Qualitative Exploration

Abstract

This qualitative study examines how strategic digital leadership shapes coordination and value co-creation within marketing ecosystems in Indonesia. Through in-depth interviews with chief marketing officers, digital directors, and ecosystem managers, we identify three leadership dimensions: vision-setting, ecosystem orchestration, and data-driven innovation. Findings reveal that effective digital leaders function as ecosystem architects, balancing competitive positioning with collaborative value creation. Key contributions include a framework linking digital leadership capabilities to governance structures and outcomes, as well as context-specific insights for emerging markets. The research expands strategic leadership theory to platform ecosystems, offering practical advice for leaders, policymakers, and ecosystem orchestrators.