PLATFORM ADOPTION IN NETWORK MARKETS: SELECTING BENEFICIAL PARTNERS TO ACHIEVE MARKET DOMINANCE

Nico Wiegand, Sascha Witt (), Michael Steiner and Klaus Backhaus
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Nico Wiegand: Institute for Business-to-Business Marketing, University of Muenster, Germany
Sascha Witt: Institute for Business-to-Business Marketing, University of Muenster, Germany
Michael Steiner: University of Witten/Herdecke, Germany
Klaus Backhaus: Institute for Business-to-Business Marketing, University of Muenster, Germany

International Journal of Innovation Management (ijim), 2015, vol. 19, issue 02, 1-37

Abstract: Strategic partnering has become a common place when introducing innovations to systems markets. In standards battles, network affiliation has been used as a market signal to create confidence in a format's success. This paper's authors thus develop and test a model aimed at finding the right partners to sponsor an innovative technology. The results suggest that company characteristics shape expectations about a system's future value and the likelihood of its survival. Partners that have proven successful in adjacent industries are especially suited to drive diffusion. Attracting big players may therefore be more beneficial than attracting multiple, but minor, firms. Quality clearly beats quantity when selecting new partners.

Keywords: Network effects; systems markets; strategic partnering; firm networks; expectations management; format adoption; dominant design; innovation diffusion; video gaming (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (2)

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DOI: 10.1142/S1363919615500280

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