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An exploratory study into the role of multisided platforms in developing the marketing capabilities of SMEs

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conference contribution
posted on 2023-09-07, 13:41 authored by Ahmad AsadullahAhmad Asadullah, Isam Faik, Atreyi Kankanhalli

SMEs are the backbone of most economies. However, their limited resources and capabilities represent significant challenges to survive in the hypercompetitive digital environment for market activities. In particular, the lack of marketing capabilities amongst SMEs undermines their competitiveness and threatens their viability. Increasingly, SMEs attempt to acquire these capabilities by adopting multisided platforms. Yet, our understanding of the platforms’ role in helping or hindering the development of marketing capabilities amongst SMEs remains limited. This paper develops a theoretical framework to further our understanding of this phenomenon based on a qualitative field study of 19 SMEs. Our findings highlight five key marketing capabilities that SMEs develop by leveraging on a third-party platform. However, our study also indicates that various aspects of the platform use were hindering the development of marketing capabilities. We provide an integrative framework of this dual effect of multi-sided platforms on the capabilities of SMEs.

History

School

  • Loughborough Business School

Published in

PACIS 2020 Proceedings

Source

24th Pacific Asia Conference on Information Systems (PACIS 2020)

Publisher

Association for Information Systems (AIS)

Version

  • VoR (Version of Record)

Rights holder

© The Authors

Publication date

2020-06-22

Copyright date

2020

ISBN

9781733632539

Language

  • en

Location

Dubai, United Arab Emirates

Event dates

22nd June 2020 - 26th June 2020

Depositor

Dr Ahmad Zaher Asadullah. Deposit date: 4 September 2023

Article number

106

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