Mainstream logic supports the idea that platforms bring large benefits to firms, especially smaller ones, by opening up access to a broader set of consumers and making firms' products easier to find. However, this argument mostly applies to transaction platforms that match consumer preferences...

Mainstream logic supports the idea that platforms bring large benefits to firms, especially smaller ones, by opening up access to a broader set of consumers and making firms' products easier to find. However, this argument mostly applies to transaction platforms that match consumer preferences...

Research Summary:Platforms are often assumed to benefit firms, especially smaller ones, by facilitating access to a broader consumer base and increasing visibility. However, this logic relies on platforms" ability to match consumer preferences to complement characteristics. In addition to this...