Journal
JOURNAL OF BUSINESS RESEARCH
Volume 143, Issue -, Pages 387-405Publisher
ELSEVIER SCIENCE INC
DOI: 10.1016/j.jbusres.2021.11.062
Keywords
Industry 4; 0; Industrial Internet of Things; Digital platforms; Qualitative empirical research; Business model; Cooperation
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This paper examines the impact of digital platforms on industrial firms' business models and inter-company relationships. Through a case study approach, a unique sample of 11 platform cases from the United States and Germany was analyzed, revealing recurring themes in business model innovation and inter-company relationships.
Being successfully applied in business-to-consumer industries for quite some time, digital platforms only recently have found their way into the industrial business-to-business world. However, rapid developments, particularly in the context of Industry4.0, have indicated enormous potentials from digital platforms for business models and inter-company relationships - fields of particular importance in industrial marketing. Motivated by a lack of empirical insights and calls from academia and practice, this paper sheds light on how digital platforms change industrial firms' business models and inter-company relationships. We applied an exploratory case study design and analyzed a unique sample of 11 platform cases from the United States and Germany, differentiating between platform types and roles. The study reveals recurring themes in business model innovation and inter-company relationships. The results were elicited using a quasi-statistical approach, discussed and interpreted against the backdrop of the current state of research on platforms, business models, and industrial marketing.
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