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Platform Adoption In Network Markets: Selecting Beneficial Partners To Achieve Market Dominance

Author

Listed:
  • NICO WIEGAND

    (Institute for Business-to-Business Marketing, University of Muenster, Germany)

  • SASCHA WITT

    (Institute for Business-to-Business Marketing, University of Muenster, Germany)

  • MICHAEL STEINER

    (University of Witten/Herdecke, Germany)

  • KLAUS BACKHAUS

    (Institute for Business-to-Business Marketing, University of Muenster, Germany)

Abstract

Strategic partnering has become a common place when introducing innovations to systems markets. In standards battles, network affiliation has been used as a market signal to create confidence in a format's success. This paper's authors thus develop and test a model aimed at finding the right partners to sponsor an innovative technology. The results suggest that company characteristics shape expectations about a system's future value and the likelihood of its survival. Partners that have proven successful in adjacent industries are especially suited to drive diffusion. Attracting big players may therefore be more beneficial than attracting multiple, but minor, firms. Quality clearly beats quantity when selecting new partners.

Suggested Citation

  • Nico Wiegand & Sascha Witt & Michael Steiner & Klaus Backhaus, 2015. "Platform Adoption In Network Markets: Selecting Beneficial Partners To Achieve Market Dominance," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 19(02), pages 1-37.
    • Handle: RePEc:wsi:ijimxx:v:19:y:2015:i:02:n:s1363919615500280
    DOI: 10.1142/S1363919615500280
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    References listed on IDEAS

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    1. Herman Wold, 1980. "Model Construction and Evaluation When Theoretical Knowledge Is Scarce," NBER Chapters, in: Evaluation of Econometric Models, pages 47-74, National Bureau of Economic Research, Inc.
    2. Nicholas Economides & Fredrick Flyer, 1995. "Technical Standards Coalitions for Network Goods," Working Papers 95-12, New York University, Leonard N. Stern School of Business, Department of Economics.
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    Cited by:

    1. Miremadi, Iman & Khoshbash, Mostafa & Saeedian, MohammadMahdi, 2023. "Fostering generativity in platform ecosystems: How open innovation and complexity interact to influence platform adoption," Research Policy, Elsevier, vol. 52(6).
    2. Julian Marius Müller, 2019. "Antecedents to Digital Platform Usage in Industry 4.0 by Established Manufacturers," Sustainability, MDPI, vol. 11(4), pages 1-23, February.

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