Paper Number
ECIS2025-1794
Paper Type
SP
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.
Recommended Citation
Hasler, Daniel; Muehlburger, Manuel; and Krumay, Barbara, "Platform Adoption Strategies for Business-to-Business Firms" (2025). ECIS 2025 Proceedings. 3.
https://aisel.aisnet.org/ecis2025/gov_platform/gov_platform/3
Platform Adoption Strategies for Business-to-Business Firms
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.
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