Platform Data Strategy

Marketing Letters (05 September 2020) https://doi.org/10.1007/s11002-020-09539-3

Posted: 8 Mar 2021

See all articles by Hemant K. Bhargava

Hemant K. Bhargava

University of California, Davis

Olivier Rubel

University of California, Davis - Graduate School of Management

Elizabeth J. Altman

University of Massachusetts Lowell

Ramnik Arora

affiliation not provided to SSRN

Jörn Boehnke

Harvard University

Kaitlin Daniels

Washington University in St. Louis - John M. Olin Business School

Timothy Derdenger

Carnegie Mellon University - David A. Tepper School of Business

Bryan Kirschner

affiliation not provided to SSRN

Darin LaFramboise

affiliation not provided to SSRN

Pantelis Loupos

University of California, Davis - Graduate School of Management

Geoffrey Parker

Dartmouth College

Adithya Pattabhiramaiah

Georgia Institute of Technology - Scheller College of Business

Date Written: September 5, 2020

Abstract

Platforms create value by enabling interactions between consumers and external producers through infrastructures and rules. We define platform data strategy to encompass all data-related rules undertaken by platforms to foster competitive advantage over the long term. Platform firms face growing pressure to increase accountability for how they use data; yet, an explicit treatment of platforms’ data strategies and a systematic discussion of forces influencing such data-related choices are absent in the academic literature. We articulate how a platform’s data strategy varies based on platform type and business circumstances. Given the interdependencies within a platform’s ecosystem, its data strategy must balance incentives of all stakeholders. Besides discussing these topics, the paper identifies promising research opportunities in platform data strategy to better inform future academic research, strategic decision-making, and regulatory analysis.

Keywords: Platform, Data, Strategy, Consumers, Choice

Suggested Citation

Bhargava, Hemant K. and Rubel, Olivier and Altman, Elizabeth J. and Arora, Ramnik and Boehnke, Jörn and Daniels, Kaitlin and Derdenger, Timothy and Kirschner, Bryan and LaFramboise, Darin and Loupos, Panteleimon and Parker, Geoffrey and Pattabhiramaiah, Adithya, Platform Data Strategy (September 5, 2020). Marketing Letters (05 September 2020) https://doi.org/10.1007/s11002-020-09539-3 , Available at SSRN: https://ssrn.com/abstract=3765056

Hemant K. Bhargava (Contact Author)

University of California, Davis ( email )

One Shields Avenue
Apt 153
Davis, CA 95616
United States

Olivier Rubel

University of California, Davis - Graduate School of Management ( email )

One Shields Avenue
Davis, CA 95616
United States

Elizabeth J. Altman

University of Massachusetts Lowell ( email )

1 University Ave
Lowell, MA 01854
United States

Ramnik Arora

affiliation not provided to SSRN

Jörn Boehnke

Harvard University ( email )

Cambridge, MA
United States

HOME PAGE: http://jboehnke.com

Kaitlin Daniels

Washington University in St. Louis - John M. Olin Business School ( email )

One Brookings Drive
Campus Box 1133
St. Louis, MO 63130-4899
United States

Timothy Derdenger

Carnegie Mellon University - David A. Tepper School of Business ( email )

5000 Forbes Avenue
Pittsburgh, PA 15213-3890
United States

Bryan Kirschner

affiliation not provided to SSRN

Darin LaFramboise

affiliation not provided to SSRN

Panteleimon Loupos

University of California, Davis - Graduate School of Management ( email )

One Shields Avenue
Davis, CA 95616
United States

Geoffrey Parker

Dartmouth College ( email )

Department of Sociology
Hanover, NH 03755
United States
603-646-9075 (Phone)

HOME PAGE: http://engineering.dartmouth.edu/people/faculty/geoffrey-parker

Adithya Pattabhiramaiah

Georgia Institute of Technology - Scheller College of Business ( email )

800 West Peachtree St.
Atlanta, GA 30308
United States

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