Adopting the Complementors Perspective: Homing Strategies and Performance Implications
Type
conference paper
Date Issued
2023
Author(s)
Abstract
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.
Keywords
platform ecosystem
complementor strategies
coopetition
multi-homing
single-homing
retail industry
Event Title
European Digital Platform Research Network (EU-DPRN) 2023 Summit
Event Location
SDA Bocconi, Milan, Italy
Event Date
8–9 June, 2023
Subject(s)
Contact Email Address
dora.maric@unisg.ch
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