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When Should Incumbent Consumer Goods Producers Ally with Digital Platforms?

Charles Baden‐Fuller et al.

California Management Review2025https://doi.org/10.1177/00081256241296915article
AJG 3ABDC A
Weight
0.37

Abstract

Physical goods producers routinely collaborate with digital platforms to extend their distribution capabilities. They usually realize that digital platform firms differ from them in their strategies and capabilities, and that significant opportunities arise from innovating digital platforms being able to collect, analyze, and leverage behavioral customer data related to the consumption experience. However, collaborating with digital platforms is likely to put competitive pressure on the incumbent’s margins, and, in extremis, encourage entry by the platform into the incumbent’s business. These threats can be moderated by limiting access to the incumbent’s technology and supply chain, or by building an in-house digital platform.

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https://doi.org/https://doi.org/10.1177/00081256241296915

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@article{charles2025,
  title        = {{When Should Incumbent Consumer Goods Producers Ally with Digital Platforms?}},
  author       = {Charles Baden‐Fuller et al.},
  journal      = {California Management Review},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1177/00081256241296915},
}

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When Should Incumbent Consumer Goods Producers Ally with Digital Platforms?

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Evidence weight

0.37

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.16 × 0.4 = 0.06
M · momentum0.53 × 0.15 = 0.08
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.