Network Mobilization

R. Srinivasan ()
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R. Srinivasan: Indian Institute of Management Bangalore

Chapter Chapter 4 in Platform Business Models for Executives, 2023, pp 41-55 from Springer

Abstract: Abstract Network mobilization is a significant problem in platform businesses. A unique problem in platforms is that in the presence of network effects: no one joins unless everyone joins. This presents a significant challenge (penguin problem) in mobilizing the network on either or both sides. This chapter will help you with a long list of strategies that platform firms use to attract the initial set of users. Once the network is built, scaling up is easy and does not involves many costs/efforts. At the end of this chapter, you would be able to analyse how specific platforms overcame this problem, and provide a set of guidelines for choosing specific strategies in specific contexts.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-981-99-4910-6_4

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DOI: 10.1007/978-981-99-4910-6_4

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