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Digital platform-based ecosystems: The evolution of collaboration and competition between incumbent producers and entrant platforms

机译：基于数字平台的生态系统：现任生产者和参赛者平台之间的合作与竞争的演变

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摘要

The rise of the Internet has seen traditional incumbent producers challenged by competition from digital entrant platforms. It is unclear, however, how those two types of actors-which are in competition but also mutually dependent-can co-exist in the new platform-based ecosystem. This paper sheds light on that pivotal phenomenon by connecting the traditional literature on incumbent adaptation with the growing conversation on digital platform-based ecosystems. Through a qualitative longitudinal (2005-2019) study of the global digital advertising ecosystem, we examine how incumbent producers pivot between competitive and cooperative strategies in response to digital entrant platforms. Our analysis reveals a process characterized by three sequential phases: (1) selective cooperation, (2) allied competition, and (3) selective coopetition. Those phases show how switching between different multi-level strategies spanning market segments, products, and technological components represents a viable solution for incumbent producers adapting in the face of entrant platforms.
机译：互联网的崛起已经看到来自数字参赛者平台的竞争挑战的传统现任生产者。然而，目前尚不清楚这两种类型的演员 - 这是竞争中的哪些类型，而且在基于新的平台的生态系统中也可以共存 - 可以共存。本文通过将传统文献与基于数字平台的生态系统的日益增长的对话进行了现有的对话，通过连接现有的谈话来阐明这种枢轴现象。通过定性纵向（2005-2019）研究全球数字广告生态系统，我们研究了现任生产者如何在响应数字参赛者平台之间竞争和合作策略之间的枢转。我们的分析揭示了一个以三个顺序阶段为特征的过程：（1）选择性合作，（2）盟军竞争，以及（3）选择性合作。这些阶段显示了如何在跨越市场段，产品和技术部件的不同多级战略之间切换代表现任生产者在参赛者平台面前适应的可行解决方案。

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