Critical success factors for digital platforms in B2B and B2C environments: an explicative multiple case study approach. (5th December 2019)

• Record Type: Journal Article
• Authors: Berens, Anika; Kolb, Stefan; Haase, Heiko
• Is Part Of: International journal of business forecasting and marketing intelligence. Volume 5:Number 3(2019)
• Page Start: 346
• Page End: 370
• Publication Date: 2019-12-05
• Subjects: digital platform -- success factors -- business-to-business -- B2B -- business-to-consumer -- B2C -- explicative case study; Business forecasting -- Periodicals; Marketing research -- Periodicals; 658.40355
• Languages: English
• ISSNs: 1744-6635

Abstract

Digital platforms belong to the fastest growing businesses in today's world. This paper explores critical success factors for the establishment of such platforms, focusing on both the B2B and B2C context. For this purpose, it uses a novel and confirmative qualitative approach, conducting explicative case studies of six globally leading digital platforms. Although all research theses investigated (business model's frontend and backend, agility, team diversity, ecosystem partnerships, visionary leadership and growth engines) were relevant for the analysed platforms, pivoting and branding strategy resulted as outstanding success factors. From a theoretical viewpoint, the paper contributes to enhancing the knowledge about the underlying drivers of digital platform businesses and offers options for future research. In practical terms, the outcomes contribute to effective platform creation and management. In particular, factors such as first-mover strategies, technology and design, frictionless entering, transparent information and ease of use lead to certain competitive advantages of digital platforms.