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Marketing Intelligence & Planning
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#1Shaoling (Katee) Zhang (UNCW: University of North Carolina at Wilmington)
#2Tanya Tang (UMass: University of Massachusetts Amherst)
Purpose Innovations are vital tasks for modern two-sided platforms to grow and avoid defunct. How these two-sided platforms innovate to impact platform performance remains virtually unexplored in literature. The purpose of this paper is to classify two types of platform innovations – same-side and cross-side – and to hypothesize that their performance is contingent on platform monetization type, growth rate and user acquisition and retention costs. Design/methodology/approach The authors collect...
#1Priyanka Sharma (IITK: Indian Institute of Technology Kanpur)
#2Raghu Nandan Sengupta (IITK: Indian Institute of Technology Kanpur)H-Index: 5
Last.J. David Lichtenthal (Baruch College)H-Index: 11
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