Year: 2025
Type: article
Abstract: Motivated by a lack of research on the emergence and adoption of digital platforms in business-to-business (B2B) contexts, this research-in-progress investigates how organisations navigate this crucial entry point into the platform economy. Acknowledging that well-researched principles and concepts from the business-to-consumer (B2C) realm cannot be perfectly transferred to the B2B context, this study utilises a grounded theory approach to derive platform adoption strategies from empirical data. We propose two constraints (need for neutrality / need for external resources), which result in four distinct types of digital platform entry strategies, i.e., business model re-positioning, joint venture, start-up, and interest group. The characteristics partly confirm prior research, but also provide new insights for further investigation.
Authors: Hasler, Daniel, Muehlburger, Manuel, Krumay, Barbara
Institution: Johannes Kepler University of Linz
Language: English
Subfield: Strategy and Management
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7052091368
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