Alternative platform-based market-entry models and strategies: a smart construction case study

Abstract

Frame of the research. Despite the expanded research and innovation activities related to smart construction, there remains a lack of empirical studies on the emergence of platform businesses and related market-entry models and strategies. Thus far, studies have focused more on the technologies themselves and on the single-firm level but less on platform-based value compositions at the ecosystem level. Purpose of the paper . This study aimed to increase empirical understanding of the emergence of platform-based businesses from an ecosystem perspective and examine alternative market-entry models and strategies in smart construction. Methodology . The empirical study is based on a longitudinal qualitative and multimethod case study conducted in Finland between September 2020 and December 2021. Results . First, the results demonstrated the emergence of platform-based businesses from an ecosystem perspective and the co-design of related alternative market-entry models and strategies in smart construction. Second, five alternative platform-based entry models were classified with preferences among ecosystem actors. Furthermore, platform-based entry models seemed to embed several optional platform entry strategies. Third, the findings indicated the critical role of a clear visionary leader in orchestrating and facilitating a co-evolution process. Research limitations . This empirical study is based on a single case study in an ongoing co-evolution state. Although the findings are tentative, they may open avenues for further studies. Practical implications. This work provides a deeper understanding on the emergence and establishment of platform ecosystems in the field of smart construction. In particular, the adjusted conceptual frameworks may support ecosystem orchestrators and concerned actors when evaluating alternative market-entry models and strategies for further development. Originality of the paper. This paper brings new empirical insights into the identified research gaps by demonstrating the emergence of platform businesses and ecosystem actors who are co-designing alternative platform-based market entry models and strategies in smart construction.