Platform envelopment

Strategic Management Journal - Tập 32 Số 12 - Trang 1270-1285 - 2011
Thomas R. Eisenmann1, Geoffrey Parker2, Marshall W. Van Alstyne3
1Harvard Business School, Harvard University, Boston, Massachusetts, U.S.A.
2Freeman School of Business, Tulane University, New Orleans, Louisiana, U.S.A.
3School of Management; Boston University; Boston Massachusetts U.S.A.

Tóm tắt

AbstractDue to network effects and switching costs in platform markets, entrants generally must offer revolutionary functionality to win substantial market share. We explore a second entry path that does not rely upon Schumpeterian innovation: platform envelopment. Through envelopment, a provider in one platform market can enter another platform market, and combine its own functionality with that of the target in a multi‐platform bundle that leverages shared user relationships. Envelopers capture market share by foreclosing an incumbent's access to users; in doing so, they harness the network effects that previously had protected the incumbent. We present a typology of envelopment attacks based on whether platform pairs are complements, weak substitutes, or functionally unrelated and we analyze conditions under which these attack types are likely to succeed. Copyright © 2011 John Wiley & Sons, Ltd.

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Strategic Management Journal

Tập 32 Số 12

1270-1285

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