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Strategic swaying : how startups grow digital platforms
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Wang, Gongtai and Nandhakumar, Joe (2018) Strategic swaying : how startups grow digital platforms. In: ICIS 2017: Transforming Society with Digital Innovation, Seoul, South Korea, 10-13 Dec 2017. Published in: ICIS 2017: Transforming Society with Digital Innovation ISBN 9780996683159.
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Official URL: https://aisel.aisnet.org/icis2017/Strategy/Present...
Abstract
Digital platforms can bring tremendous business benefits to their owner companies if they attract and sustain substantial users. Digital platform growth strategies for this purpose, as suggested by the extant literature, often require technological, market, and financial advantages, which startups usually lack. We still have a limited understanding of how startups grow their platforms in disadvantageous conditions. Responding to this research problem, our in-depth case study at a Chinese digital startup identifies “strategic swaying” as an effective strategic practice in which a platform owner moves between users on two sides of its platform to influence the users’ activities for growing its platform. The findings offer new insights into digital platform growth strategy and also the governance and the launch of digital platforms. We discuss a number of implications for both research and practice, and offer directions for further studies.
Item Type: | Conference Item (Paper) | ||||
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Divisions: | Faculty of Social Sciences > Warwick Business School Faculty of Social Sciences > Warwick Business School > Information Systems & Management |
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Journal or Publication Title: | ICIS 2017: Transforming Society with Digital Innovation | ||||
Publisher: | AIS | ||||
ISBN: | 9780996683159 | ||||
Official Date: | 2018 | ||||
Dates: |
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Article Number: | 17 | ||||
Status: | Peer Reviewed | ||||
Publication Status: | Published | ||||
Access rights to Published version: | Restricted or Subscription Access | ||||
Conference Paper Type: | Paper | ||||
Title of Event: | ICIS 2017: Transforming Society with Digital Innovation | ||||
Type of Event: | Conference | ||||
Location of Event: | Seoul, South Korea | ||||
Date(s) of Event: | 10-13 Dec 2017 |
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