Keywords: Multilateral markets
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Journal Articles
International Journal of Pharmaceutical and Healthcare Marketing (2024) 18 (2): 237–251.
Published: 27 November 2023
...). The rise of multilateral markets mediated by platforms has resulted in the growing popularity of health apps, visible by the bet of large companies such as Google and Apple. With the increase of health apps in the market, it became evident that the major obstacle to their success was the lack of adequate...

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