Andrei Hagiu, Associate Professor of Information Systems and Bobby Zhou, Associate Professor of Marketing at Robert H. Smith School of Business recently guest edited a special issue on “Platform Business” for NIM Marketing Intelligence Review.
Platform businesses have revolutionized the global economy by building interconnected ecosystems that enable interactions between consumers, developers, and service providers, thereby unlocking new sources of value. This issue discusses the strategies brands can use to transform their products into platforms, while preventing commonization. Through networking, community building, and enabling transactions, brands can spark growth, while keeping competitors at bay.
Diving into the challenges and opportunities associated with platform businesses, Hagiu and Zhou explore how brands can no longer afford to overlook opportunities presented by digital platforms.
Read the full issue here.
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