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How are Complementors Swimming with the Shark?

Butnaru, Octavian LU and Sener, Yahya Fatih LU (2021) IBUH19 20211
Department of Business Administration
Abstract
Following a brief introduction on the platform ecosystems, the impacts of the complementors to the platforms are introduced. This study examines the dynamics of collaboration and competition between digital platforms and their complementors; mainly, it focuses on complementors’ defence strategies for competing against the platform. A review of the literature about the collaboration and competition between platform owners and their complementors is discussed with the literature about their interdependency and the defence strategies. To answer the research questions arising from these aspects, an empirical research design of multiple case study was conducted on five Amazon.com sellers. Evidence that both sides are adding value to each other... (More)
Following a brief introduction on the platform ecosystems, the impacts of the complementors to the platforms are introduced. This study examines the dynamics of collaboration and competition between digital platforms and their complementors; mainly, it focuses on complementors’ defence strategies for competing against the platform. A review of the literature about the collaboration and competition between platform owners and their complementors is discussed with the literature about their interdependency and the defence strategies. To answer the research questions arising from these aspects, an empirical research design of multiple case study was conducted on five Amazon.com sellers. Evidence that both sides are adding value to each other in different ways. Complementors add value by improving product diversity and decreasing the price levels while the platform owner gives access to its loyal buyers. However, collaboration while competing is likely to harm complementors due to the power advantage of the platform. Therefore, they implement several strategies to compete against Amazon, such as becoming less dependent and avoiding competition with the platform owner. Finally, the findings of this paper are discussed with the theoretical framework, and practical implications are suggested for the managers in the industry. (Less)
Please use this url to cite or link to this publication:
author
Butnaru, Octavian LU and Sener, Yahya Fatih LU
supervisor
organization
alternative title
Exploring the Co-opetition Relationship Between Amazon.com and Third-Party Sellers
course
IBUH19 20211
year
type
M2 - Bachelor Degree
subject
keywords
Co-opetition, Dependency, Collaboration, Competition, Defence Strategies, Amazon.com, Complementors
language
English
id
9053124
date added to LUP
2021-06-24 15:04:36
date last changed
2021-06-24 15:04:36
@misc{9053124,
  abstract     = {{Following a brief introduction on the platform ecosystems, the impacts of the complementors to the platforms are introduced. This study examines the dynamics of collaboration and competition between digital platforms and their complementors; mainly, it focuses on complementors’ defence strategies for competing against the platform. A review of the literature about the collaboration and competition between platform owners and their complementors is discussed with the literature about their interdependency and the defence strategies. To answer the research questions arising from these aspects, an empirical research design of multiple case study was conducted on five Amazon.com sellers. Evidence that both sides are adding value to each other in different ways. Complementors add value by improving product diversity and decreasing the price levels while the platform owner gives access to its loyal buyers. However, collaboration while competing is likely to harm complementors due to the power advantage of the platform. Therefore, they implement several strategies to compete against Amazon, such as becoming less dependent and avoiding competition with the platform owner. Finally, the findings of this paper are discussed with the theoretical framework, and practical implications are suggested for the managers in the industry.}},
  author       = {{Butnaru, Octavian and Sener, Yahya Fatih}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{How are Complementors Swimming with the Shark?}},
  year         = {{2021}},
}