IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-03628405.html
   My bibliography  Save this paper

How does one-sided versus two-sided customer orientation affect B2B platform’s innovation : Differential effects with top management team status

Author

Listed:
  • Zhiqiang Liu

    (HUST - Huazhong University of Science and Technology [Wuhan])

  • Yanyi Huang

    (HUST - Huazhong University of Science and Technology [Wuhan])

  • Ying Huang

    (Wuhan University [China])

  • Yiping Amy Song

    (NEOMA - Neoma Business School)

  • Ajay Kumar

    (EM - EMLyon Business School)

Abstract

A platform is a triadic exchanging system with two-sided customers, it faces heterogeneous or even conflicting consumer needs from both sides. According to the theory of inventive problem solving, needs' contradictions are an important source of innovation. Adopting different customer orientation (CO) strategies will affect the platform's utilization of customer needs and thus influence the results of innovation. Our study divides platform CO into one-sided CO and two-sided CO and compares their relative effects on a platform's radical and incremental innovation. We also assess whether the impacts are conditional on the platform's top management team's (TMT) formal and informal status. Archival data from 126 electronic platforms revealed that two-sided CO promotes both radical and incremental innovation, but one-sided CO influences incremental innovation. Furthermore, TMT formal status positively moderates the impact of CO on radical innovation, but TMT informal status negatively moderates the effect of CO on incremental innovation.

Suggested Citation

  • Zhiqiang Liu & Yanyi Huang & Ying Huang & Yiping Amy Song & Ajay Kumar, 2022. "How does one-sided versus two-sided customer orientation affect B2B platform’s innovation : Differential effects with top management team status," Post-Print hal-03628405, HAL.
    • Handle: RePEc:hal:journl:hal-03628405
    DOI: 10.1016/j.jbusres.2021.11.059
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-03628405. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.