Platform data strategy

Hemant K. Bhargava, Olivier Rubel (), Elizabeth Altman (), Ramnik Arora, Jörn Boehnke, Kaitlin Daniels, Timothy Derdenger, Bryan Kirschner, Darin LaFramboise, Pantelis Loupos, Geoffrey Parker and Adithya Pattabhiramaiah
Additional contact information
Hemant K. Bhargava: University of California Davis
Olivier Rubel: University of California Davis
Ramnik Arora: Facebook
Jörn Boehnke: University of California Davis
Kaitlin Daniels: Washington University in Saint Louis
Timothy Derdenger: Carnegie Mellon University
Bryan Kirschner: DataStax
Darin LaFramboise: Auth0
Pantelis Loupos: University of California Davis
Geoffrey Parker: Dartmouth College
Adithya Pattabhiramaiah: Georgia Tech

Marketing Letters, 2020, vol. 31, issue 4, No 4, 323-334

Abstract: Abstract Platforms create value by enabling interactions between consumers and external producers through infrastructures and rules. We define platform data strategy to encompass all data-related rules undertaken by platforms to foster competitive advantage over the long term. Platform firms face growing pressure to increase accountability for how they use data; yet, an explicit treatment of platforms’ data strategies and a systematic discussion of forces influencing such data-related choices are absent in the academic literature. We articulate how a platform’s data strategy varies based on platform type and business circumstances. Given the interdependencies within a platform’s ecosystem, its data strategy must balance incentives of all stakeholders. Besides discussing these topics, the paper identifies promising research opportunities in platform data strategy to better inform future academic research, strategic decision-making, and regulatory analysis.

Keywords: Platform; Data; Strategy; Consumers; Choice (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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DOI: 10.1007/s11002-020-09539-3

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