通过内部和外部的竞争行动,在数字平台上保持卓越的知名度

IF 5.9 3区 管理学 Q1 BUSINESS
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引用次数: 0

摘要

虽然平台经常被认为是公平竞争的场所,但也给其生态系统中的数百万补充者带来了新的挑战。本研究探讨了补充者为在这些平台上保持卓越可见度而使用的策略。在竞争剧目理论的基础上,我们提出了两类竞争行动的概念,以捕捉补充者所面临的双重环境复杂性:内部和外部竞争行动。我们从欧洲一家领先的食品配送平台收集了一个独特的数据集,提供了补充者在十个月内的竞争剧目和知名度的全面视角。我们发现,补充者的内部竞争剧目数量多、复杂程度高,与持续的卓越知名度有关。但是,我们也发现,如果补充者的竞争剧目与其竞争对手的竞争剧目不一致,那么他们就更有可能退出卓越的知名度层。此外,我们还发现外部行动剧目是实现差异化的第二条途径,它建立在补充者的特殊资源之上,对平台架构和规则的依赖性较低。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Sustaining superior visibility within digital platforms through inside and outside competitive action repertoires
Although often credited with leveling the competitive playing field, platforms pose novel challenges for millions of complementors within their ecosystems. This study explores the tactics complementors use to maintain superior visibility on these platforms. Building on competitive repertoire theory, we conceptualize two categories of competitive actions that capture the dual environmental complexity faced by complementors: inside and outside competitive moves. We assemble a unique dataset from a leading food delivery platform in Europe, providing a comprehensive view of complementors’ competitive repertoires and visibility over ten months. We find that complementors’ inside competitive repertoires with high volume and complexity are associated with sustained superior visibility. However, we also find that complementors whose competitive repertoires diverge from those of their competitors are more likely to exit the superior visibility strata. Additionally, we identify outside action repertoires as a second pathway to differentiation, built on complementors’ idiosyncratic resources and less dependent on platform architecture and rules.
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来源期刊
Electronic Commerce Research and Applications
Electronic Commerce Research and Applications 工程技术-计算机:跨学科应用
CiteScore
10.10
自引率
8.30%
发文量
97
审稿时长
63 days
期刊介绍: Electronic Commerce Research and Applications aims to create and disseminate enduring knowledge for the fast-changing e-commerce environment. A major dilemma in e-commerce research is how to achieve a balance between the currency and the life span of knowledge. Electronic Commerce Research and Applications will contribute to the establishment of a research community to create the knowledge, technology, theory, and applications for the development of electronic commerce. This is targeted at the intersection of technological potential and business aims.
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