Lin, Yi; Solem, Birgit Apenes; Sjödin, Rönnberg David; … - In: Business horizons 68 (2025) 5, pp. 601-612
Online retail platforms face significant challenges, including intense competition, the chicken-or-egg dilemma in acquiring consumers and sellers for network effects and establishing sustainable growth models. This article addresses these challenges by focusing on the concept of generativity: a...