Dora Maric
Title
Dr.
Last Name
Maric
First name
Dora
Email
dora.maric@unisg.ch
Phone
+41 71 224 2336
11 results
Now showing 1 - 10 of 11
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Item type:Publication, Attention-Seeking in Hypercompetitive Markets: The Case of Meta-Platforms(2025)Meta-platforms such as price and comparison engines intensify the trade-off platforms face in aligning complementors that pursue opposing modalities of competition: while some seek price-based competition, others strive for quality-based competition. Extant research suggests that smaller complementors pursuing differentiation strategies risk displacement in such hypercompetitive markets. We examine the extent to which the targeted featuring of high-status complementors’ perceived quality attributes facilitates attention anchoring on high-quality offerings. Investigating the fashion category of a leading meta-platform, we find empirical support for a penalizing effect of high-price complements in grabbing user attention, an attention-grabbing effect for complements of featured high-status complementors, and an attention-shifting effect from price to quality for those featured high-status complementors facilitating a price-quality comparison. We even quantify the attention-shifting effect with premium-featured complementors attenuating the negative baseline effect between complement price and complement attention while luxury-featured complementors amplify it. We contribute to platform research on complementor heterogeneities, governance, and coopetition.Type:conference paper - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Deriving Matching Strategies from User Search Heterogeneity: The Case of Meta-Platforms(2025)Digital platform ecosystems act as unprecedented matchmakers in two-sided markets. Given continued criticism conceiving users merely by base size to increase network effects, which neglects their demand heterogeneities as a source of value creation and capture for platforms, we position user search preferences as key determinants of a platform’s matching strategy and investigate their impact on complement attention. We test our theory on matching depth for search specificity and matching breadth for search intention, analyzing a rich dataset on the fashion product category from a leading meta-platform. While we find empirical support for higher search specificity increasing complement attention and search intentions of users closest geared towards a purchase negatively impacting complement attention when paired with a broad or brand-led portfolio, we find no empirical support for a focused or product-led portfolio increasing complement attention for users closest geared towards a purchase. We contribute to platform research at the nexus of user heterogeneities, governance, and coopetition.Type:conference paper - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Differentiation Strategies in Attention-Poor Environments: The Case of Meta-Platforms(2025)Hypercompetitive platform markets hampering the comparison between low and high-quality complements risk crowding out high-quality complements. We investigate how the targeted featuring of high-status complementors’ distinguishing quality attributes facilitates attention anchoring on high-quality offerings. We suggest a penalizing effect of high-price complements in grabbing user attention, an attention-grabbing effect for complements of high-status complementors, and an attention-shifting effect from price to quality for high-status complementors facilitating a price-quality comparison. Examining the fashion category of a leading meta-platform, we find empirical support for our predictions. Given our unique empirical setting, we even quantify the attention-shifting effect with premium-featured complementors attenuating the negative baseline effect between complement price and complement attention while luxury-featured complementors amplify it. We contribute to platform research on complementor heterogeneities, governance, and coopetition.Type:conference paper - Some of the metrics are blocked by yourconsent settings
Item type:Publication, How and When High-Status Complementors Attract Attention: Evidence from a Meta-Platform(2025)Hypercompetitive platform markets confound the distinction between low- and high-quality complements, moving price comparisons to the center of user attention and high-quality complements risking displacement. We examine the extent to which the targeted featuring of high-status complementors’ distinguishing quality attributes facilitates attention anchoring on high-quality offerings. Analyzing a unique panel data set from a leading meta-platform displaying fashion products, we find empirical support for a penalizing effect of high-price complements in grabbing user attention, an attention-grabbing effect for complements of high-status complementors, and an attention-shifting effect from price to quality for those high-status complementors facilitating a price-quality comparison. We even quantify the attention-shifting effect with premium-featured complementors attenuating the negative baseline effect between complement price and complement attention while luxury-featured complementors amplify it. We contribute to platform and strategic management research at the nexus of complementor heterogeneities, governance, and coopetition.Type:conference paper - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Is Attention All You Need? Evidence from Differentiation Strategies of High-Status Complementors on Meta-Platforms(2025)Hypercompetitive platform markets hampering the comparison between low and high-quality complements risk crowding out high-quality complements. We investigate how the conditional featuring of high-status complementors’ distinguishing quality attributes facilitates attention anchoring on high-quality offerings. We suggest a penalizing effect of high-price complements in grabbing user attention, an attention-grabbing effect for complements of high-status complementors, and an attention-shifting effect from price to quality for high-status complementors facilitating a price-quality comparison. Analyzing the fashion category of a leading meta-platform, we find empirical support for our theory. Our unique empirical setting allows us to quantify the attention-shifting effect with premium-featured complementors attenuating the negative baseline effect between complement price and complement attention while luxury-featured complementors amplify it. We contribute to platform research on complementor heterogeneities, governance, and coopetition.Type:conference paper - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Matchmaking Strategies in Two-Sided Markets: Evidence from Meta-Platforms(2025)Digital platform ecosystems act as unprecedented matchmakers in two-sided markets. Meta-platforms assist users in finding their ideal match by aggregating data from various competitors for product and price comparison, emphasizing their intermediary role between search engines and transaction platforms. Contrary to perceived wisdom, this suggests matchmaking as a shared coordination task between inter-platform ecosystems instead of a single intra-platform ecosystem. As part of our ongoing study, we position heterogeneities in user preferences—particularly their search specificity and search intention—as key determinants of a platform’s matchmaking strategy toward variety or quality matching. We contribute to platform ecosystem research at the nexus of governance, user heterogeneities, and coopetition.Type:conference paper - Some of the metrics are blocked by yourconsent settings
Item type:Publication, User Search Preferences as Determinant for Matchmaking Strategies: Evidence from Meta-Platforms(2025)Digital platform ecosystems act as unprecedented matchmakers in two-sided markets. Meta-platforms assist users in finding their ideal match by aggregating data from various competitors for product and price comparison, emphasizing their intermediary role between search engines and transaction platforms. Contrary to perceived wisdom, this suggests matchmaking as a shared coordination task between inter-platform ecosystems instead of a single intra-platform ecosystem. As part of our ongoing study, we position heterogeneities in user preferences—particularly their search specificity and intention—as key determinants of a platform’s matchmaking strategy toward variety or quality matching. We contribute to platform ecosystem research at the intersection of governance, user heterogeneities, and coopetition.Type:conference paper - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Adopting the Complementors Perspective: Homing Strategies and Performance Implications(2023)Platform ecosystems are characterized by the interplay between cooperation and competition. Studies to date have focused primarily on the associated dynamics from the platform owner’s perspective when entering the complementors markets’, leaving the tensions among complementors themselves largely unexplored. We ask how complementors can leverage the potential of homing strategies to protect themselves from the coopetitive tensions in platform ecosystems. Drawing on the literature on coopetition (i.e., cooperation between competing actors) as a fundamental tension in platform governance and complementor defense strategies, we develop a theoretical model investigating the moderating role of homing affecting the relationship between complementor competition and complementor performance. We focus on the customization costs influencing a complementor’s decision about the spread of its offerings and identify strategic conditions under which complementors are advised to operate exclusively on one platform (i.e., single-homing) or across multiple platforms (i.e., multi-homing). We test our hypotheses as part of our ongoing study in the context of incumbent complementors as part of the increasingly technology-driven retail industry.Type:conference paper - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Fight or Flight: A Theoretical Framework on Coopetitive Dynamics of Complementor Homing Strategies and Performance Implications(2023)Platform ecosystems are characterized by the interplay between cooperation and competition. Studies to date have focused primarily on the associated dynamics from the platform owner’s perspective when entering the complementors markets’, leaving the tensions among complementors themselves largely unexplored. We ask how complementors can leverage the potential of homing strategies to protect themselves from the coopetitive tensions in platform ecosystems and how this affects their performance. Drawing on the literature on coopetition (i.e., cooperation between competing actors) as a fundamental tension in platform governance and complementor defense strategies, we develop theoretical propositions investigating the moderating role of homing affecting the relationship between complementor competition and complementor performance. We contribute to the emerging research stream on coopetitive relationships within platform ecosystems and illuminate novel research impulses for related future studies.Type:conference paper - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Competition Through Cooperation: Using Blockchain Technology for Standard-Setting in Ecosystems(2022)Emerging digital technologies such as blockchain often leave a profound mark on business activities. Firms increasingly rely on competition through cooperation by engaging in ecosystems to benefit from the multiple opportunities that emerge from blockchain such as for standard-setting. We study how simultaneously cooperating and competing organizations as part of an ecosystem can successfully exploit blockchain technology for standard-setting. Our longitudinal study on a recently established consortium among leading conglomerates of the luxury goods industry for co-developing standard-setting by blockchain technology, reveals that blockchain-based standard-setting in coopetitive ecosystems is enabled by putting the customer at the center as well as characterized by participative and collaborative concurrence. Overall, our findings contribute to a systemic perspective on cooperative and competitive strategies for standard-setting in ecosystems.Type:conference paper