Jena, Sarat Kumar; Meena, Purushottam Lal - In: Journal of innovation & knowledge : JIK 10 (2025) 3, pp. 1-15
This study investigates the strategic decisions of online platform retailers (OPRs) within government-regulated digital marketplaces, focusing on India's Open Network for Digital Commerce (ONDC). The ONDC initiative, aimed at democratizing e-commerce, presents both challenges and opportunities...