When platform businesses permit other platforms to embed within their own, or offer their own functionality hosted on another platform, they can gain access to new markets and customers, and improve the user experience of current customers. But platform owners must also consider whether such a relationship will affect the integrity of their brand and what it means for customer relationships. Research can help guide leaders through the strategic implications of nesting decisions.
How Nesting Changes Platform Strategy
Buganza, Tommaso;Trabucchi, Daniel
2026-01-01
Abstract
When platform businesses permit other platforms to embed within their own, or offer their own functionality hosted on another platform, they can gain access to new markets and customers, and improve the user experience of current customers. But platform owners must also consider whether such a relationship will affect the integrity of their brand and what it means for customer relationships. Research can help guide leaders through the strategic implications of nesting decisions.File in questo prodotto:
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