Many startups and incumbents seek to benefit from a platform business model, but the literature on digital platforms has primarily focused on the success of a few blockbuster companies such as Facebook, Uber and Airbnb, offering little insights into how to launch and scale platform business in the current competitive business environment. This paper aims to provide managerial insights to help platform leaders successfully launch and scale their businesses.
The study relies on 16 emergent, successful and failed digital platform cases.
The paper organizes platform strategy in a coherent framework and identifies seven mistakes frequently made when managing digital platforms.
Drawing from the authors' experience teaching platform entrepreneurs, advising digital platform startups, and studying and consulting for incumbent organizations seeking to launch or grow platform ventures, the authors extend research on the difficulties of executing a digital platform strategy.
