“…Second, due to the proposed innovations' systemic and complex nature, experimenters should collectively design and perform experimentation activities at an innovation ecosystem scale to reduce uncertainties. As depicted in Figure 4.1, through the LIE, experimenters aim to probe uncertainties in the economic (i.e., technical functions, customers' demands, and competitors' reactions) and socio-political environments (regulators' attitudes and societal feedback) (Oskam et al, 2020;Pekkarinen et al, 2020;von Pechmann et al, 2015). This differs from regular marketing Beta tests and business experiments that target uncertainties in the economic environment (e.g., Aminoff and Pihlajamaa, 2020;Klompmaker, 1976).…”