Orchestrated innovative customer solutions: an emerging trend to master convergence?

This paper explores, by using of a qualitative case-study approach, the opportunity to extend the marketing literature proposing a typology of strategic business nets or value networks, to account for an emerging trend in convergent markets. Based on the similarities between the selected cases, contrasted with the description of extant idealtypes, a potential new type, or even an evolutionary path (named Orchestrated Innovative Customer Solutions), is advanced for further investigation.