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Essay Details:
Essay text:
By leveraging common components and
shared user relationships, one platform provider can move into another’s market,
combining its own functionality with the target’s in a multi-platform bundle. Dominant
firms otherwise sheltered from entry by standalone rivals may be vulnerable to an
adjacent platform provider’s envelopment attack. We analyze conditions under which
envelopment strategies are likely to succeed.
Keywords: Platforms, network effects, bundling, two-sided markets, complements,
convergence
Platform-mediated networks encompass network users along with intermediaries who
provide components and rules that facilitate users’ interactions (Gawer & Cusumano,
2002; Rochet & Tirole, 2003; Eisenmann, Parker & Van Alstyne, 2006; Evans &
Schmalensee, 2007)...
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