Micro-Strategizing in Platform Ecosystems: A Multiple Case Study
Paper in proceedings, 2011

The strategy by which a platform owner manages the future trajectory of its platform involves many unknowns. In particular, the ambition to simultaneously control the platform and distribute design capability to users is challenging. While there is an emerging literature on strategy in platform ecosystems, little empirical evidence exists about the series of strategic actions that platform owners conduct to create value in an ecosystem context. Drawing on a strategy-as-process perspective, this paper augments existing platform perspectives by seeking to understand the micro-strategizing of a platform owner. To this end, we report a multiple case study of Apple’s use of application programming interfaces for generating value from the iPhone platform. Our comparative analysis identifies and explores five different micro-strategies that can be enacted proactively or reactively: counteracting, monetizing, resourcing, securing, and sustaining. The paper concludes with a number of theoretical and practical implications of these micro-strategies and their interaction.

Author

Ahmad Ghazawneh

Jönköping International Business School

Ola Henfridsson

Chalmers, Applied Information Technology (Chalmers), Interaction Design (Chalmers)

32nd International Conference on Information System 2011, ICIS 2011; Shanghai; China; 4 December 2011 through 7 December 2011

Vol. 5 4202-4220

Areas of Advance

Information and Communication Technology

Transport

Driving Forces

Innovation and entrepreneurship

Subject Categories

Information Science

ISBN

978-0-615-55907-0

More information

Latest update

5/31/2018