Creating Platforms by Hosting Rivals

• 成果类型: Article
• 署名作者: Hagiu, Andrei; Jullien, Bruno; Wright, Julian
• 署名单位: Boston University; Universite de Toulouse; Universite Toulouse 1 Capitole; Toulouse School of Economics; Centre National de la Recherche Scientifique (CNRS); National University of Singapore
• 刊物名称: MANAGEMENT SCIENCE
• ISSN/ISSBN: 0025-1909
• DOI: 10.1287/mnsc.2019.3356
• 发表日期: 2020
• 页码: 3234-3248
• 关键词: multisided platforms; shopping costs; bundling; COMPETITION; COMPLEMENTARITY

摘要

We explore conditions under which a multiproduct firm can profitably turn itself into a platform by hosting rivals, that is, by inviting rivals to sell products or services on top of its core product. Hosting eliminates the additional shopping costs to consumers of buying a specialist rival's competing version of the multiproduct firm's noncore product. On the one hand, this makes it easier for the rival to compete on the noncore product. On the other hand, hosting turns the rival from a pure competitor into a complementor: the value added by its product now helps raise consumer demand for the multiproduct firm's core product. As a result, hosting can be both unilaterally profitable for the multiproduct firm and jointly profitable for both firms.