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More market awareness, more profit? Competitive environments, business expansions, and two‐sided markets

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  • Jing Li
  • Yulin Zhang

Abstract

Purpose: This study presents a game‐theoretic model in which a potential entrant platform expands a new business to compete with an incumbent platform. Findings: The results indicate that the potential entrant platform will never increase the market awareness of its new business beyond a threshold value, even if it is cost‐free. In addition, the profit of the incumbent platform may be even greater when facing competition. Furthermore, the optimal pricing of the potential entrant platform depends on the network effects. Conclusion and managerial implications: In order to compete with the incumbent platform, the potential entrant platform needs to increase its market awareness rationally, and the incumbent platform may accommodate the entry of a potential entrant under certain conditions.

Suggested Citation

  • Jing Li & Yulin Zhang, 2021. "More market awareness, more profit? Competitive environments, business expansions, and two‐sided markets," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 42(2), pages 249-267, March.
    • Handle: RePEc:wly:mgtdec:v:42:y:2021:i:2:p:249-267
    DOI: 10.1002/mde.3231
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    Cited by:

    1. Haowen Fan & Yulin Zhang & Yang Geng, 2022. "How to avoid your opponent's aggressive competition? The interplay between same‐side network externality and agent information level in two‐sided markets," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 43(7), pages 2794-2816, October.
    2. Yongyi Zhou & Yulin Zhang & Mark Goh, 2021. "Choice of pricing and advertising schemes for a two‐sided platform," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 42(7), pages 1865-1885, October.

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