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01-06-2015

Platforms: a multiplicity of research opportunities

Authors: S. Sriram, Puneet Manchanda, Mercedes Esteban Bravo, Junhong Chu, Liye Ma, Minjae Song, Scott Shriver, Upender Subramanian

Published in: Marketing Letters | Issue 2/2015

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Abstract

Platforms refer to intermediaries that facilitate economic interaction between two sets of agents wherein the decisions of one set of agents are likely to have an effect on the other via direct and/or indirect externalities. Given their nature, platforms need to find the appropriate balance between the competing objectives of agents and act as catalysts by facilitating the beneficial effects of externalities. In this paper, we discuss the current theoretical and empirical literature on two-sided platforms. We then identify three dimensions that offer opportunities to advance the empirical literature: (a) unanswered theoretical and conceptual questions, (b) data-related opportunities, and (c) methodological challenges.

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If there is only one intermediary, then agents are “single-homing,” else they are “multi-homing.” Participation and profitability are different in these two settings (discussed later in detail).

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Title: Platforms: a multiplicity of research opportunities
Authors: S. Sriram
Puneet Manchanda
Mercedes Esteban Bravo
Junhong Chu
Liye Ma
Minjae Song
Scott Shriver
Upender Subramanian
Publication date: 01-06-2015
Publisher: Springer US
Published in: Marketing Letters / Issue 2/2015
Print ISSN: 0923-0645
Electronic ISSN: 1573-059X
DOI: https://doi.org/10.1007/s11002-014-9314-1

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