The Platform Paradox : : How Digital Businesses Succeed in an Ever-Changing Global Marketplace / / Mauro F. Guillén.

• Superior document: Title is part of eBook package: De Gruyter University of Pennsylvania Complete eBook-Package 2021
• VerfasserIn: Guillén, Mauro F.,
• Place / Publishing House: Philadelphia : : University of Pennsylvania Press, , [2021]; ©2021
• Year of Publication: 2021
• Language: English
• Physical Description: 1 online resource (104 p.)

Digital platforms are changing the rules of competition in the global economy. Until recently, it took Fortune 500 companies an average of 20 years to reach billion-dollar market valuations. Successful platforms now reach that milestone in an average of four years.In The Platform Paradox: How Digital Businesses Succeed in an Ever-Changing Global Marketplace, Wharton professor Mauro F. Guillén highlights a key incongruity in this new world. Most platforms considered to be successful have triumphed in only some, rather than all, parts of the world. There are very few truly global digital platforms.In more than three decades of studying multinational firms, Guillén has found they often misunderstand key aspects of what it takes to succeed globally, from culture and institutions to local competitive dynamics and pursuing markets in a logical sequence. Seeing multibillion-dollar companies like Amazon flounder in certain markets has led Guillén to research what it takes to create a successful global strategy.In The Platform Paradox, Guillén details: How the COVID-19 pandemic has accelerated digitization and forced companies like Airbnb to pivot and adapt; How platforms like Tinder and Uber have used local advantages to grow rapidly in different countries; How traditional companies have transformed themselves into digital platforms, like Lego undertaking a digital revolution to emerge from bankruptcy and become the "Apple of toys"; and The possibilities and limits to global expansion, as illustrated by companies like Zoom and Skype. In The Platform Paradox, Guillén offers an integrated framework for these platforms to identify and implement a digital platform strategy on a truly global scale.

Table of Contents

Frontmatter -- Contents -- Introduction: The Dawn of a New Age -- Chapter 1 The Rise of Digital Platforms -- Chapter 2 The Strategic Management of Network Effects -- Chapter 3 The Digital Transformation of Traditional Businesses -- Chapter 4 The Internationalization of Digital Platforms -- Chapter 5 The Limits to Platform Globalization -- Conclusion: Three Golden Principles of International Expansion -- Notes -- Index -- About the Author -- About Wharton School Press -- About the Wharton School