Paper Number
ICIS2025-1995
Paper Type
Short
Abstract
To improve new product performance on B2B wholesale platforms, manufacturers are increasingly adopting multihoming strategies, leveraging B2C platforms for consumer insights. However, this strategy introduces a critical trade-off between complementarity and transferability of product portfolios across platforms. Drawing on recombinatory search theory, this study investigates how firms configure product portfolios across B2B and B2C platforms to enhance new product performance on their primary B2B stores. Employing fuzzy-set qualitative comparative analysis on 8,450 weekly observations from 325 manufacturers operating on both B2B and B2C platforms, we uncover effective configurations for new product success. The findings reveal that high B2B new product performance is achieved through maintaining similar levels of product multiplicity across platforms while simultaneously cultivating different levels of product relatedness and diversity. This research contributes to the literature by offering a nuanced configurational view of multihoming strategies for new product performance and provides actionable insights for designing cross-platform product portfolios.
Recommended Citation
Wang, Wei; Chen, Meng; and Volberda, Henk W., "Multihoming in B2B and B2C: Cross-Platform Product Portfolio Configuration and New Product Performance" (2025). ICIS 2025 Proceedings. 14.
https://aisel.aisnet.org/icis2025/digitstrategy/digitstrategy/14
Multihoming in B2B and B2C: Cross-Platform Product Portfolio Configuration and New Product Performance
To improve new product performance on B2B wholesale platforms, manufacturers are increasingly adopting multihoming strategies, leveraging B2C platforms for consumer insights. However, this strategy introduces a critical trade-off between complementarity and transferability of product portfolios across platforms. Drawing on recombinatory search theory, this study investigates how firms configure product portfolios across B2B and B2C platforms to enhance new product performance on their primary B2B stores. Employing fuzzy-set qualitative comparative analysis on 8,450 weekly observations from 325 manufacturers operating on both B2B and B2C platforms, we uncover effective configurations for new product success. The findings reveal that high B2B new product performance is achieved through maintaining similar levels of product multiplicity across platforms while simultaneously cultivating different levels of product relatedness and diversity. This research contributes to the literature by offering a nuanced configurational view of multihoming strategies for new product performance and provides actionable insights for designing cross-platform product portfolios.
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