How are Complementors Swimming with the Shark?
(2021) IBUH19 20211Department 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:
http://lup.lub.lu.se/student-papers/record/9053124
- 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
- 2021
- 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}}, }