Managing Multi-Sided Platforms: Platform Origins and Go-to-Market Strategy
分析了《加州管理评论》特刊中的五篇文章，探讨多边平台的三种起源类型（原生平台、相邻平台衍生、在位企业衍生）及其对应的三种市场进入策略（市场创造、市场拓宽、市场深化），并关注平台的竞合动态。
Multi-sided platforms (MSPs) are becoming increasingly important in contemporary economies. This special issue of California Management Review aims to stimulate collective discussion among researchers and practitioners on advancing diverse types of MSPs and on better understanding their future development. This article analyzes five contributions to this special issue and explores the growth trajectories of MSPs. There are three types of platforms: born-platform, platform-born adjacent, and incumbent-born. And they rely respectively on three market entry strategies: market creation, market broadening, and market deepening. This article also spotlights the coopetition dynamics of the platforms.