Digital platform strategies from an incumbent perspective: An exploration of contextual factors and connectors
通过对35家在位企业及其平台项目的37位决策者访谈，识别出影响平台战略制定的八组情境因素，并揭示企业如何同时采用多条战略路径，为管理者提供评估组织条件并系统制定平台战略的框架。
ABSTRACT Multi‐sided platform (MSP) models have become more relevant for incumbent companies, requiring them to develop MSP engagement strategies. This study sheds light on the complex process incumbents undergo in developing platform strategies. Adopting an inductive research design, we conducted interviews with 37 decision‐makers across 35 incumbent firms and their platform ventures to examine the key contextual factors shaping strategic decision‐making. The findings show that industry incumbents' MSP strategy development process is influenced eight groups of contextual factors in a three‐step order integrating market, business strategy, and cooperation perspectives. Additionally, firms adopt multiple strategic pathways simultaneously, shaped by the complexity of their product portfolios and geographic scope. This research contributes to the MSP literature by offering empirical insights from a multi‐industry study, addressing a field traditionally dominated by single‐case analyses. Furthermore, we provide incumbent managers with a structured framework to evaluate their organizational prerequisites and systematically develop MSP strategies, thereby enhancing their ability to navigate platform‐driven transformations effectively.