Platform Thinking in Action: From canvases to a structure process and a GenAI chatbot to support managers in Established Firms

Established firms face significant challenges transitioning from traditional linear models to dynamic, platform-based ecosystems due to complex cognitive frameworks and organizational inertia. This study explores how incumbent organizations can internalize and operationalize "platform thinking" to foster strategic innovation. Over three years, we adopted a Design Science Research (DSR) approach, engaging 20 companies and roughly 100 managers in 3-waves iterative interventions to develop and refine practical artifacts while creating theoretical insights. The research culminated in three key artifacts: a structured Platform Thinking Journey, an actionable card set, and a Generative AI chatbot. Theoretically, the study clarifies the cognitive and organizational transitions necessary for platform innovation, highlighting absorptive capacity and iterative learning processes. Practically, it provides incumbents with a clear roadmap and tools to systematically transition toward platform-centric business models, addressing both cognitive barriers and organizational inertia inherent in strategic transformation.