What happens to a robotic startup while it evolves

Alexandra Hettich, PhD Fellow, CBS

In this session, Alexandra shares insights from her research into value creation, strategic collaboration, and innovation ecosystems, using the evolution of a robotic startup as a real-world lens. The session explores how organizations create, exchange, and sustain value by working across organizational boundaries and building strong relationships with customers, partners, suppliers, and other stakeholders.

Drawing on qualitative case studies and extensive stakeholder research, Alexandra demonstrates how value evolves over time and introduces the concept of value traits—the characteristics that enable products and solutions to create and capture value across complex ecosystems.

Participants will gain new perspectives on managing projects in dynamic environments, fostering strategic collaboration, and navigating the complexity of multiple stakeholders. The session offers valuable insights for project managers seeking to drive innovation, strengthen partnerships, and deliver long-term value in an increasingly interconnected world.