Micro Entry Theory: Understanding the Drivers and Effects of the Entry of Micro Players in the Context of Digital Platforms

Digital platforms have facilitated the entry into the market of micro players, a subcategory of specialists formed by individuals offering products and services on a very small scale. This study builds on previous research on micro players' entry, to formalize, validate, and expand a theory of micro entry that helps to explain the market dynamics when micro players use digital platforms to enter the market. We (1) examine how macro‐economic conditions influence the entry of micro players and specialists and (2) investigate the differential effects of the entry of micro players and specialists on the generalists' performance. Our setting is the accommodation industry in Spain, in which generalists are represented by dominant hotels and micro players and specialists by occasional and regular operators who entered the market through Airbnb. We find that the entry of micro players into the market through digital platforms is driven by high unemployment rates and platform legitimacy, factors that do not similarly influence the entry of specialists. Additionally, the results show that the entry of specialists decreases generalists' performance, while micro players' entry is complementary.