Advertising · Empirical study (abstract-only)
Platform Strategy: Managing Ecosystem Value Through Selective Promotion of Complements
Organization Science · 2019
Summary
Platform sponsors typically have both incentive and opportunity to manage the overall value of their ecosystems. Through selective promotion, a platform sponsor can reward successful complements, bring attention to underappreciated complements, and influence the consumer’s perception of the ecosystem’s depth and breadth. It can use promotion to induce and reward loyalty of powerful complement producers, and it can time such promotion to both boost sales during slow periods and reduce competitive.
For your marketing
Possible founder application
Use the study’s platform, complementor, API, ecosystem, open-source, or standards implications to guide governance, partner incentives, integration priorities, and ecosystem experimentation; validate in the founder’s market.
Reported result
What the study found
Platform sponsors typically have both incentive and opportunity to manage the overall value of their ecosystems. Through selective promotion, a platform sponsor can reward successful complements, bring attention to underappreciated complements, and influence the consumer’s perception of the ecosystem’s depth and breadth. It can use promotion to induce and reward loyalty of powerful complement producers, and it can time such promotion to both boost sales during slow periods and reduce competitive.
Research question
What the authors investigated
How does the study’s stated design explain its reported outcome in this setting?
Design
Empirical study (abstract-only)
Sample and setting
Abstract-only; sample/context details were not reported in the fetched metadata.
Scope and transfer
Limitations to keep in view
Abstract/metadata-only evidence; detailed sampling, measures, causal identification, and external-validity limits require the full paper.
Research sources
abstract_only